DEVELOPING THE COMPETITIVE ADVANTAGES OF CURING-PREVENTION ESTABLISHMENTS BASING ON THE LOYALTY PROGRAM
Abstract
Objective: to reveal the groups of customer loyalty to the most famous medical establishments and to elaborate the program of internal and external customers’ loyalty of a curing-prevention establishment. Methods: marketing research based on selective personal polls and quantitative analysis of the primary information. Results: the groups of customer loyalty to the most famous medical establishments are revealed; it is stated that the share of loyal customers in “promoters” group is not sufficiently large, while the share of patients in groups “neutral” and “critics” is large. The data served as the basis for elaborating loyalty program. Scientific novelty: for the first time the loyalty factors are revealed and the level of customer loyalty to the most famous private medical establishments is determined; the Program of customers’ loyalty of a curing-prevention establishment is elaborated. Practical value: using the program of customers’ loyalty by a curing-prevention establishment will increase the number of loyal customers and the amount of profit.
About the Author
A. L. Faizkhanova
Naberezhniye Chelny branch of the Institute of Economics, Management and Law (Kazan)
Russian Federation
Russian Federation
References
1. Райхельд Ф., Тил Т. Эффект лояльности: движущие силы экономического роста, прибыли и непреходящей ценности. – М.: Вильямс, 2005. – 329 с
2. Голубкова Е. Н. Управление удержанием потребителей // Маркетинг в России и за рубежом. – 2011. – № 1. – С. 39–46
3. Райхельд Ф., Марки Р. Искренняя лояльность. Ключ к завоеванию клиентов на всю жизнь. – М.: Манн, Иванов и Фербер, 2013. – 250 с
4. Пашутин С. О лояльных сотрудниках // Управление персоналом: Бизнес. Идеи. Решения. Технологии. Процессы. – 2008. – № 14. – С. 58–61
5. Демченко С. Г., Файзханова А. Л. В конкурентной борьбе муниципальные медицинские учреждения проигрывают частным // Актуальные проблемы экономики и права. – 2013. – № 3(27). – С. 89–96
Review
For citations:
Faizkhanova A.L. DEVELOPING THE COMPETITIVE ADVANTAGES OF CURING-PREVENTION ESTABLISHMENTS BASING ON THE LOYALTY PROGRAM. Actual Problems of Economics and Law. 2013;(4):191-197. (In Russ.)
Views:
148
Email this article 
