Tools to Increase the Loyalty of Student Audience of Museum Visitors

The present study investigates the tools that increase the loyalty of the student audience of museum visitors. Today Russian and foreign museums are trying to become closer and more attractive to their audience, providing an interesting access to information. Today they pay more attention to customer experience to increase their attractiveness. The purpose of the study is to develop recommendations to increase the level of consumer loyalty among the student audience. The research design is “mixed”, as it includes the qualitative and quantitative methods. During statistical analysis of data in IBM SPSS Statistics, groups of tools influencing consumer loyalty are identified through factor analysis. Using the hierarchical clustering method, 3 clusters are identified. Regression analysis revealed which tools and groups of tools are significant for increasing the intention to recommend and to encourage repeat visits for each segment. Based on the data obtained, in accordance with the typology cited in the literature review, recommendations are made for each identified segment. The practical significance of the study is to develop recommendations to increase the level of consumer loyalty of the student audience of museum visitors, using approaches aimed specifically at working with a youth audience. The data obtained during the study can be used by museums to improve their competitive position both among cultural organizations and among the entire entertainment and leisure industry by increasing the loyalty of visitors.