ИСПОЛЬЗОВАНИЕ ПРОГРАММ ЛОЯЛЬНОСТИ ДЛЯ ОБЕСПЕЧЕНИЯ СТАБИЛЬНЫХ ОТНОШЕНИЙ С КЛИЕНТАМИ

Аннотация

This paper examines the impact of loyalty programs on customer loyalty in the fashion industry. A systematic literature review was conducted first, followed by an online survey of 200 respondents. Logistic regression analysis revealed that program participation, discounts, and mobile app usage positively influence purchasing decisions. The model’s pseudo R² of 0.48 indicates that the included variables explain over half of the variance. Findings highlight financial incentives and the convenience of digital platforms as critical drivers of customer loyalty. The study emphasizes the need to combine thorough literature review, empirical surveys, and econometric modeling to design effective loyalty programs. Keywords: loyalty programs, customer loyalty, marketing strategies, competition, discounts and rewards, purchase frequency, digital platforms.