CONSUMER LOYALTY PROGRAMS IN RETAIL COMPANYS IN LITHUANIA

Abstract

Loyalty customer programs affects the organization's successful performance. Maintaining an existing user is financially more profitable and requires less effort than attracting a new one. Loyalty is the highest quality consumer satisfaction that occurs when the benefits of a product or service meet or exceed the consumer's expectations. Consumer loyalty is particularly important in areas where competition is fairly strong and the supply is standard. This area can be termed as the retail market. The customer loyalty program is designed to extend the life of existing customers by maintaining a long-term relationship with them.