Gurdjiyan K. Forming of customer's loyalty by travel enterprises

The dissertation is devoted to the development of theoretical and methodological approaches, practical recommendations for the formation of customer loyalty by travel enterprises. The essence of the concepts of "customer loyalty" and "loyalty marketing" are defined, the classification of loyalty programs is completed. The influence of factors of the marketing environment for the formation of customer loyalty is defined. Worked out the model of the relationship management with loyalty customers and customers with transitional loyalty. The methodical approach to assessing the level of customer loyalty is defined. As a result of the author's research the methodical approaches to the formation of information-analytical support of implementation of loyalty programs by travel enterprises and to the formation of loyalty programs of tour operators and travel agencies are offered. Developed a matrix of priority areas of strategic communications of the company, which makes it possible to take into account trends of perceptual and transactional customer loyalty and to take management decisions on amendments to loyalty programs and to marketing communication activities of tour operator/ travel agency