The Influence of Loyalty Programs on Customers Behaviour (the Case of Gazprom Neft Company)

The loyalty program is an incredibly useful and efficient tool designed for increasing the number of loyal customers, who are not inclined to switch on the services of competing companies. This tool is mostly relevant in such highly competitive spheres as retail sales of petroleum products. The main plot of this paper consists in evaluating the influence of loyalty program on the customers’ behaviour using services of PJSC Gazprom Neft. In order to achieve this goal it is necessary to solve two issues: to analyze the consumer assessment of the quality of the loyalty program «Nam Po Puti» and make recommendations regarding the work of PJSC Gazprom Neft with the users of this loyalty program. The work is carried out using two research methods. The first one is the analysis of the secondary data. It is used to determine the principles of work with potential and current customers of PJSC Gazprom Neft and to identify the key factors of success that the company highlights for interaction with users of this program. The secondary data analysis is based on information provided by PJSC Gazprom Neft. The second method is a series of in-depth interviews used to identify hidden motives of customers’ behaviour. The choice of this method is due to the fact that the secondary data of the company is based on statistics and was collected using the quantitative method. Thus, to identify the deep conclusions it is necessary to communicate with loyal customers personally. The result of the work is presented as the recommendations for the company PJSC Gazprom Neft regarding the development of the loyalty program «Nam Po Puti».