Loyalty Programs on the Market of Electronic Payment System (by the Example on Company QIWI)

Student: Tsintsadze Diana

Supervisor: Daria Wijler

Educational Programme: Management (Bachelor)

Year of Graduation: 2018

The Electronic Payment System (EPS) ceased to be exotic to the Russian market long time ago and quickly entered into everyday use. Electronic payments are convenient in a variety of cases - from the payment of mobile services to the purchase of goods in foreign shops and money transfers abroad by individuals. Due to the high competition in the market of EPS, the main tool for customer retention is a loyalty program. This graduation qualification work examines issues related to the establishment of long-term relationship between the company and its customers with non-financial incentives. The study provides recommendations for the development of loyalty programs for the company "QIWI". The data for the development of the program will be obtained with the help of loyalty measurement metrics SERVQUAL, NPS and analysis of company documentation. The results can be used to reduce costs and stimulate customers to interact with the company.

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