Efficiency evaluation marketing activities in the context of customer loyalty programs

Соболєва-Терещенко, Олена Анатоліївна and Антонова, Вікторія Олександрівна (2019) Efficiency evaluation marketing activities in the context of customer loyalty programs Електронний журнал "Ефективна економіка" (5). pp. 1-9. ISSN 2307-2105

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Abstract

The article focuses on the effectiveness of marketing activities in terms of customer loyalty programs. The article finds that the formation of a set of indicators is the basis for the analysis of efficiency, which allows a phased evaluation of strategy implementation and helps to find answers about further actions in a competitive environment. The analysis of recent researches and publications has been carried out and it has been discovered that today there is a lack of unified approach and appropriate methods for assessing the effectiveness of both marketing activity in general and its individual structural elements. The investigations and summaries of the approaches to evaluating the effectiveness of marketing activities, on the basis of which it is established that marketing activity efficiency level is inappropriate to be evaluated by one indicator, which reflects only one of the marketing complex's directions. The process of determining the effectiveness of marketing activity is substantiated, revealing the main indicators that influence its level. A universal formula for determining the effectiveness of a marketing activity based on the calculation of a complex indicator is proposed. The scale of evaluation and determination of the level of efficiency of marketing activity is presented. The article considers customer loyalty programs as a tool for creating the marketing strategy of relations. Based on identified relationships between marketing stimuli the company, internal behavioral factors and customer loyalty, considers formation of a set of indicators for the analysis of efficiency customer loyalty programs. The authors have supplemented and grouped the list of partial indicators of the effectiveness of loyalty programs in terms of economic marketing and communication types of parameters. The conclusion is made that the calculation of a complex indicator of the effectiveness of marketing activities of a company is a significant direction in assessing the state and level of development of the marketing complex at the enterprise. The indicator allows it to quickly detect and eliminate deviations in the achievement of goals and tasks, which, accordingly, affects the overall efficiency of the enterprise's production and economic activity.

Item Type: Article
Additional Information: t8000@i.ua
Uncontrolled Keywords: efficiency; index, monitoring; weight factor; strategy; retail trade; competitiveness.
Subjects: Статті у наукометричних базах > Index Copernicus
Articles in journals > Фахові (входять до переліку фахових, затверджений МОН)
Divisions: Факультети > Факультет інформаційних технологій та управління > Кафедра фінансів та економіки
Depositing User: Олена Анатоліївна Соболєва-Терещенко
Date Deposited: 05 Jun 2019 06:40
Last Modified: 05 Jun 2019 06:40
URI: http://elibrary.kubg.edu.ua/id/eprint/27356

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