Assessment of the impact of different types of loyalty programs on customer retention in the Georgian consumer market

Authors

DOI:

https://doi.org/10.15587/2706-5448.2026.358669

Keywords:

loyalty programs, types of loyalty programs, customer retention, relationship marketing

Abstract

The object of research is the Georgian consumer market, the companies involved in it, and their customers who participate in various loyalty programs.

The problem of generalizing and systematizing the results of market research on customer retention through loyalty programs has been solved. It has been established that the main factors for the growth of loyal customers are the development of special programs and the effective use of them.

It has been shown that increasing the efficiency of spending on loyalty programs is challenge. Attracting new or more customers is expensive compared to retaining existing customers.

The research discusses the conceptual aspects of developing loyalty programs, analyzes the opinions of various scientists and specialists in this direction. Based on a reliable information source, a clear picture of the current situation in Georgia in this direction was created. A consumer survey was conducted.

It was determined that different types of loyalty programs have a significant impact on customer retention and the formation of brand loyalty. The types of loyalty programs that are currently the most effective were identified.

It is found that not only material incentives but also emotional motivators such as status, exclusivity, and personalization significantly influence consumer behavior.

It was determined that loyalty programs should be considered not only as a sales stimulation tool, but also as an integrated marketing platform that supports customer orientation. Taking into account the research results and recommendations, companies operating in the Georgian consumer market will be able to critically analyze their approaches to working with consumers in the market, identify their weaknesses in this regard, and then take real steps to improve the situation.

Author Biographies

Maia Seturi, Ivane Javakhishvili Tbilisi State University

PhD, Associate Professor

Department of Marketing

Davit Joglidze, Sokhumi State University

Doctoral student

Faculty of Business and Social Sciences

Mariami Seturi, Ivane Javakhishvili Tbilisi State University

Doctoral student

Faculty of Economics and Business

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Assessment of the impact of different types of loyalty programs on customer retention in the Georgian consumer market

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Published

2026-04-30

How to Cite

Seturi, M., Joglidze, D., & Seturi, M. . (2026). Assessment of the impact of different types of loyalty programs on customer retention in the Georgian consumer market. Technology Audit and Production Reserves, 2(4(88), 124–129. https://doi.org/10.15587/2706-5448.2026.358669

Issue

Vol. 2 No. 4(88) (2026): Economics of enterprises. Macroeconomics

Section

Development of Productive Forces and Regional Economy

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Copyright (c) 2026 Maia Seturi, Davit Joglidze, Mariami Seturi

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