Loyalty Program Development Based on Consumer Behavior Research

Student: Pleshkova Polina

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Management (Bachelor)

Year of Graduation: 2018

The sector of public medicine is declining year by year, at the same time the private medicine sector is growing. High competition among paid medical institutions makes it necessary to resort to such tool for retaining clients as a loyalty program. It was the problem that the management of the "Al'yans Zdorov'e" clinic was faced. This work is aimed at developing an effective client loyalty program for the "Al'yans Zdorov'e" clinic. This goal was achieved through analysis of literature, questioning of clients and conducting focused interviews with the staff and visitors of the clinic. As a result, it turned out that clinic' consumers have a high loyalty level and are ready to recommend its services. Therefore, the loyalty program proposed for implementation in this work will increase the number of visits of existing customers and increase the number of new customers.

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