Impact of Loyalty Programs on Service Quality and Customer Satisfaction

Review of scientific literature and periodicals showed availability of a fairly large number of theoretical studies on the formation of loyalty programs, however, there are precious few works devoted to assessing the impact of loyalty programs on the level of quality and customer satisfaction, which increases importance of studies devoted to identifying the relationship between these categories. The present paper is concerned with approaches to assessing loyalty programs to attract new customers and retain the customer, which is highly relevant in an increasingly competitive economy.