Technology Audit and Production Reserves | 2026
Authors: Seturi M.; Joglidze D.; Seturi M.
DOI: 10.15587/2706-5448.2026.358669
Journal: Technology Audit and Production Reserves
Year: 2026
Publisher: Technology Center
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
The object of research is the Georgian consumer market, the companies involved in it, and their customers who participate in various loyalty programs. The problem of generalizing and systematizing the results of market research on customer retention through loyalty programs has been solved. It has been established that the main factors for the growth of loyal customers are the development of special programs and the effective use of them. It has been shown that increasing the efficiency of spending on loyalty programs is challenge. Attracting new or more customers is expensive compared to retaining existing customers. The research discusses the conceptual aspects of developing loyalty programs, analyzes the opinions of various scientists and specialists in this direction. Based on a reliable information source, a clear picture of the current situation in Georgia in this direction was created. A consumer survey was conducted. It was determined that different types of loyalty programs have a significant impact on customer retention and the formation of brand loyalty. The types of loyalty programs that are currently the most effective were identified. It is found that not only material incentives but also emotional motivators such as status, exclusivity, and personalization significantly influence consumer behavior. It was determined that loyalty programs should be considered not only as a sales stimulation tool, but also as an integrated marketing platform that supports customer orientation. Taking into account the research results and recommendations, companies operating in the Georgian consumer market will be able to critically analyze their approaches to working with consumers in the market, identify their weaknesses in this regard, and then take real steps to improve the situation. © The Author(s) 2026.
customer retention; loyalty programs; relationship marketing; types of loyalty programs