LOYALTY PROGRAMS FOR CONSUMERS TO MOBILE OPERATOR’S BRAND

Tarasenko I.E., Kubishina N.S., candidate. Econom. Science, Associate Professor
Natsіonalny tehnіchny unіversitet of Ukraine "KPI"

LOYALTY PROGRAMS FOR CONSUMERS TO MOBILE OPERATOR’S BRAND

This article analyses the nature and specificity of the development of loyalty programs in
the mobile market of Ukraine. Given the insufficient level studies on the formation of loyalty in the  work examined various scientific approaches to domestic and foreign sponsors’ definition of  "loyalty" and offered his own definition. This paper describes the specifics of the mobile market, you should consider developing and implementing a loyalty program, and place it on the mobile operator. The authors examined the most successful loyalty program market leader and analyses the mobile loyalty program operator: scheme investigated interaction of services and communication between them, revealed deficiencies and provided recommendations for improvement, given the specificity of the mobile market and customer survey results. 
Keywords: loyalty, mobile market, loyalty program, loyalty management. 
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