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This overview analyzes the impact of loyalty programs on customer retention in the services market, suggesting effective marketing strategies.
In the modern conditions of the services market, competition is becoming increasingly tough, and the problem of retaining customers is becoming increasingly urgent. The solution to the problem can be loyalty programs, which are popular all over the world — a marketing tool whose main task is to optimize the relationship between the company providing services and customers. The article provides an overview of various loyalty programs.
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A. D. Aksenova (2025) studied this question.
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