Decisions of Customer Loyalty Programs Formation

In order that company could be prosper, successful and competitive in the market it has to keep the customer loyal. Recently business companies have started to focus on the present customers more, seeking to keep them by using various loyalty programs. Well prepared and developed loyalty stimulation tools can be effective method to strengthen relations with customers, increase sales, identify the most popular and best saleable products, evaluate how to choose the best price decisions, form the production assortment and solve other urgent questions for business. The article deals with theoretical decisions related with factors influencing customers ’ loyalty, types and formation principles of loyalty programs, the impact of loyalty programs on customers ’ behaviour. Basing on this background, the case study of customers ’ loyalty programs proposed by Lithuanian and United Kingdom large retail nets MAXIMA LT (Lithuania) and TESCO (United Kingdom) are presented in the article