Suchergebnisse

The aim of this paper is to identify the role of the loyalty programs in the Russian market. The methodology of the study based on the analysis of relevant publications and qualitative research using semi-structured interviews with experts in customer relationship and loyalty programs which were fulfilled in 2014–2015 in Russia and Austria. The article offers the definition of customer loyalty programs as relationship marketing tool, and contains the differentiation criteria from the frequency and reward schemes, also the role of customer loyalty programs for retail chains are investigated. The systematization of the reward types that are widely use in loyalty programs are provided. The paper contributes to the development of relationship marketing theory and customer loyalty programs issue.

The article is devoted to the creation of Russian small cities' tourist product. The model of consumer behavior with respect to tourism products and the concept of tourist product value for consumer are considered; the necessity to form complex value propositions for target audiences segmented by their needs is substantiated. The offer of small cities' tourist product in three regions — Perm Krai, Vladimir Oblast and Tula Oblast is carried out. The possible
ways of developing and improving small cities' tourist product in these regions are determined. Particular attention is paid to the most promising areas for today - event tourism and cultural and educational thematic routes; high importance of gastronomy as part of the tourist experience is highlighted. The analysis leaded to identification of some problems, including insufficient use of event marketing potential to ensure a stable tourist flow throughout the year, as well as poor awareness of target audiences outside the regions. Recommendations proposed to improve the offer for target audiences.

The paper discusses the results of the consumer behavior survey conducted in the research project "Social and economic activity of the mature age people (50+): needs, satisfaction, consumer behavior models, interaction with business and authorities". The findings confirm that creation of products and services for the older age cohorts must take into account both physiological characteristics of ageing, and psychological (cognitive) perception of age by target consumers.