Proceedings of the International Scientific Conference "Competitive, Sustainable and Secure Development of the Regional Economy: Response to Global Challenges" (CSSDRE 2018)

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Analysis of the factors of forming customer loyalty: regional aspects

Authors
Oksana Golub, Tatiana Timofeeva, Olga Serova
Corresponding Author
Oksana Golub
Available Online May 2018.
DOI
10.2991/cssdre-18.2018.95How to use a DOI?
Keywords
loyalty, style of consumer behaviour, socio-psychological factors, consumer preferences, motives of human behaviour
Abstract

Customer loyalty is one of the criteria which determine the efficiency of a modern company. To develop loyalty programmes, it is necessary not only to investigate the style of consumer preferences, but also to reveal the power of influence of the factors shaping it. The style of consumer preferences can be described with the help of a two-component model which includes basic motives of human behaviour and strategies for their implementation. With the help of this model, two key consumer styles ??" constructive and adaptive (protective) ??" were defined as well as their varieties. The next step of the research involved identifying factors which influence consumer choice, selecting a range of methods and techniques, creating a sample. Materials of the empirical study made it possible to assess the effect of these factors on consumer behaviour of the residents of the Volgograd and Astrakhan regions. The obtained results imply the fact that most consumers in the region are oriented towards keeping to constructive styles. It means that developing loyalty programmes should be performed with due regard for both rational (those concerning functional attributes of goods) and emotional arguments (prospects of self-development by means of using goods, adhering to consumer values, communicating within a certain group of consumers).

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the International Scientific Conference "Competitive, Sustainable and Secure Development of the Regional Economy: Response to Global Challenges" (CSSDRE 2018)
Series
Advances in Economics, Business and Management Research
Publication Date
May 2018
ISBN
978-94-6252-514-6
ISSN
2352-5428
DOI
10.2991/cssdre-18.2018.95How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Oksana Golub
AU  - Tatiana Timofeeva
AU  - Olga Serova
PY  - 2018/05
DA  - 2018/05
TI  - Analysis of the factors of forming customer loyalty: regional aspects
BT  - Proceedings of the International Scientific Conference "Competitive, Sustainable and Secure Development of the Regional Economy: Response to Global Challenges" (CSSDRE 2018)
PB  - Atlantis Press
SP  - 461
EP  - 465
SN  - 2352-5428
UR  - https://doi.org/10.2991/cssdre-18.2018.95
DO  - 10.2991/cssdre-18.2018.95
ID  - Golub2018/05
ER  -