ELABORATION OF CUSTOMER LOYALTY PROGRAMMES ON THE MARKET OF TRAVEL SERVICES WITHIN THE CONTEXT OF TOTAL QUALITY MANAGEMENT

Abstract

Goal. The paper is aimed to disclose the nature of customer loyalty programms as a component of managerial technologies. It defines the conceptual principles for the construction of a more balanced customer loyalty programme on the travel services market within the context of total quality management. Methodology . The methodological basis for the scientific study of the customer loyalty system’s construction on the market of travel services within the context of total quality management is compiled from scientific works by foreign authors, statistical data of the State Statistics Service of Ukraine, as well as the information available on the official websites of transportation companies. The author considers new scientific research on the formation of customer loyalty programmes within the context of total quality management to be of great importance. That fact causes the need to analyse existing customer loyalty programmes of the participants on the travel transportation market, taking into account various impact factors, in particular, intra-industry and inter-industry competition. In order to study customer loyalty programmes on the market of travel services carrying out the transportation of tourists, some of them were analysed, including the representatives of the JSC "Ukrzaliznytsya"/ Ukrainian Railway, bus and air traffic service operators. Results. As a result of the study, the author identifies some high-risk situations in which companies could lose customers’ loyalty on the travel service market. The article provides general conceptual principles for implementation in order to increase the loyalty level of customers while their transportation by the aforementioned companies. The author introduces a pilot project for issuing a trial batch of the "Tourist Card of JSC" Ukrzaliznytsya, a fundamentally new for the JSC "Ukrzaliznytsya"/ Ukrainian Railway and previously not introduced service. The implementation of the pilot project and the study of consumers' demand for the "Tourist Card" JSC "Ukrzaliznytsia", as well as other gained conclusions, will create new opportunities to balance more effectively the mutual goals of all participants on the travel rail transport market. Consequently, the project will provide a higher individualisation level of the relations between the JSC "Ukrzaliznytsia" and its customers, and that will definitely increase the customers’ level of loyalty. Scientific novelty . The conceptual tools and framework proposed for all participants on the travel transportation market will contribute to more effective development of the customer loyalty programmes within the context of total quality management. The introduction of special personalised offers like the "Tourist Card" JSC "Ukrzaliznytsya" will provide a new level of relationships, a higher level of the JSC "Ukrzaliznytsya" efficiency and other advantages. Besides, the mentioned means will create more profitable economic platform to unite different participants on the travel services market, including transportation companies, reduce risks and provide a new stage of development for the JSC "Ukrzaliznytsya"/ Ukrainian Railway. Practical importance . In the long term, the implementation of the "Tourist cards of JSC “Ukrzaliznytsya” and the “Consumer Loyalty Programmess” personalised cards, as well as clear definition of conditions for their purchase and use, will provide an innovative level for the development of interrelations between the customers of the  JSC "Ukrzaliznytsya" services.