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Brand Loyalty in the Food Service Market

Student: Shiryaeva Alena

Supervisor: Ekaterina Pavlovna Zagorodnova

Faculty: Faculty of Economics, Management, and Business Informatics

Educational Programme: Management (Bachelor)

Year of Graduation: 2020

High competition leads to a situation when companies are forced to attract new consumers and retain them. However, focusing on an attraction strategy can lead to a large number of clients only at the initial stage of doing business, since they will not make repeat purchases if they are not satisfied. For this reason, it is important to form consumer loyalty. This research is devoted to the company FreshMix, which operates in the highly competitive food service market in Perm. The company is focused on increasing the loyal customer base. This study is based on a comprehensive approach to understanding loyalty, which proposes that loyalty is a combination of behavioral and emotional aspects. The developed recommendations are aimed at increasing satisfaction with the main attributes of FreshMix and developing personalized communications with the participants of the loyalty program.

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