MANAGING CUSTOMER BEHAVIOR BASED ON LOYALTY PROGRAMS

Abstract

In today's highly competitive and saturated market, companies are increasingly focused on retaining existing customers, not just attracting new ones. One of the key tools for building long-term relationships with consumers are loyalty programs that combine economic, emotional, and social incentives. They help increase customer satisfaction, build brand trust, encourage repeat purchases, and increase emotional engagement. Gamified systems play a special role in modern programs, which, through the integration of game elements and rewards, activate consumer behavior, forming the principle of mutual exchange of value "value get - value give". Multi-vendor programs, in turn, stimulate cross-purchases and increase overall loyalty, offering the consumer additional value from interacting with several brands at the same time. Analysis of scientific research shows that the effectiveness of loyalty programs largely depends on the personalization of offers, transparency of reward mechanisms, integration of digital channels and consideration of socio-emotional aspects of interaction. Loyalty programs are not limited to material bonuses, they form an emotional connection with the brand in consumers, strengthen the sense of belonging to the community and contribute to the formation of sustainable commitment. Researchers emphasize the importance of adapting programs to the cultural and social characteristics of consumers, which ensures increased efficiency and competitiveness of companies. In the conditions of the Ukrainian market, where consumers are increasingly oriented towards digital technologies and personalized experience, the implementation of modern loyalty programs can stimulate repeat purchases, activate the customer base and form long-term commitment to the brand. The study shows that a comprehensive approach to loyalty management, combining economic, emotional and social incentives, is a key factor in increasing the efficiency of interaction with customers and ensuring a sustainable competitive advantage of enterprises. The introduction of gamified and multi-vendor programs combined with digital personalization allows companies to maintain constant contact with customers, stimulate their activity and strengthen trust, which contributes to the formation of sustainable long-term relationships and brand development in the market.