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The Cinema Chains’ Loyalty Programs: Experience of Usage
Shtanova A. L.

Shtanova, Alona L. (2020) “The Cinema Chains’ Loyalty Programs: Experience of Usage.” Business Inform 3:469–475.
https://doi.org/10.32983/2222-4459-2020-3-469-475

Section: Management and Marketing

UDC 640.45:334:791.65

Abstract:
Due to the growing demand for entertainment services in Ukraine and the world, the film industry continues its development and the market of film demonstrators is growing rapidly. Cinema chains are gaining customers, competing both with related entertainment establishments and among themselves, which encourages to look for new marketing instruments to retain existing customers and attract new ones. The article is concerned with reviewing the loyalty programs of cinema chains operating in the Ukrainian market and the experience of their use abroad. The article is aimed at allocating the specifics of the cinema chain industry in the definition of a «loyalty program» as well as classifying existing approaches to the formation of customer loyalty both in Ukraine and abroad. Scientific sources on the concept of loyalty are analyzed, the views of domestic and foreign scholars regarding the concept of «loyalty» and the implementation of loyalty programs in marketing strategies of enterprises in different industries are studied. To achieve this goal, examples of the validity of loyalty programs of the foreign cinema chains are analyzed. As a result of the study, the system of building up a loyalty program is considered, along with the purpose of its existence in the marketing strategy for a cinema chain, the mechanics of interaction with visitors (in the context of encouraging their re-visiting of cinema theater) using personalized data of the history of visits. The loyalty program cycle and the specifics of collecting information for its further processing are allocated. Prospects for further research in this direction are to determine the degree of satisfaction of visitors from the use of different types of loyalty programs of cinema chains; identify the reasons for not participating in the loyalty program and finding ways to improve loyalty programs to ensure constant positive interaction with the guests of cinema theater.

Keywords: loyalty program, loyalty, cinema chains.

Fig.: 2. Bibl.: 27.

Shtanova Alona L. – Postgraduate Student, Department of Marketing, Kyiv National University of Trade and Economics (19 Kіoto Str., Kyiv, 02156, Ukraine)
Email: [email protected]

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