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Authors : 1. Alfiya L. Faizkhanova,
senior lecturer
Naberezhniye Chelny branch of the Institute of Economics, Management and Law (Kazan), Naberezhniye Chelny, Russia
Developing the competitive advantages of curing-prevention establishments basing on the loyalty program
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.
Keywords :
competitive advantages; customers’ loyalty; personnel loyalty; loyalty factors; quality; trust
Bibliography :
1. Raikhel'd, F., Til, T. Effekt loyal'nosti: dvizhushchie sily ekonomicheskogo rosta, pribyli i neprekhodyashchei tsennosti (Loyalty effect: wheel of economic growth, profit and enduring values). Moscow: Vil'yams, 2005, 329 p.
2. Golubkova, E. N. Upravlenie uderzhaniem potrebitelei (Managing the customer holdover), Marketing v Rossii i za rubezhom, 2011, No. 1, pp. 39–46.
3. Raikhel'd, F., Marki, R. Iskrennyaya loyal'nost'. Klyuch k zavoevaniyu klientov na vsyu zhizn' (Sincere loyalty. Key to win clients for life). Moscow: Mann, Ivanov i Ferber, 2013, 250 p.
4. Pashutin, S. O loyal'nykh sotrudnikakh (On the loyal staff), Upravlenie personalom: Biznes. Idei. Resheniya. Tekhnologii. Protsessy, 2008, No. 14, pp. 58–61.
5. Demchenko, S. G., Faizkhanova, A. L. V konkurentnoi bor'be munitsipal'nye meditsinskie uchrezhdeniya proigryvayut chastnym (Municipal medical establishments lose to the private ones in competitive struggle), Aktual'nye problemy ekonomiki i prava, 2013, No. 3(27), pp. 89–96.
Citation :
Type of article : The scientific article
