LOYALTY PROGRAM AS AN IMPORTANT ELEMENT OF ELECTRICITY COMPANY’S STRATEGY IN NEW MARKET CONDITIONS

The aim of the following paper is to present some guidelines for the strategy of loyalty program for electricity company. Main goals of loyalty program for electricity salesman are named. Among them one can find a goal that focus on regularity of payments done by customers and how to improve it with a well-constructed loyalty program. Proposed hints can help to build loyalty among individual customers, where this kind of effort taken to build loyalty can create positive customer advocacy marketing and in consequence, can prevent customers from changing electricity supplier.