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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Olga Polovinkina
Loyalty Program Consumer Behavior in the Context of Mental Accounting Theory
7
2019
Loyalty programs are a popular tool in building mutually beneficial relationships between the company and the consumer. One of the most used types is a point loyalty program. It allows you to accumulate the currency of the program and then exchange it for awards (buy part of the amount of the check, buy the company's products, etc.).

Within the framework of this research work the behavior of consumers of the loyalty point program in the context of the theory of mental accounting is considered. The paper analyzes the data of transactions of customers of the restaurant holding, the structure of the use of points. The segments, different in structure of spending points, are allocated, their motives of behavior of use of points are defined by means of interview.

The segments selected in the work differ from each other in the strategy of using points. These differences are based on the consumer's thinking errors, which do not allow him to rationally use the accumulated points to pay the bill in a catering establishment. Therefore, the recommendation part of the work describes the mechanisms of interaction on the consumer, which would increase the frequency of use of points and the level of customer loyalty.

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