Development of Activities for Customer Retention Based on Customer Behavior Research

The study focuses on the development of customer retention activities that are based on consumer behavior analysis and aimed at increasing the competitiveness of a small chain of coffee shops in the city of Perm. The relevance of this study is explained by the problem of reducing the number of regular customers of coffee shops due to excess supply in the market. Desk research, semi-structured interview and formal survey were used to achieve the objectives of the study. Competitive analysis made it possible to assess the competitiveness of the coffee shop chain and its loyalty program. Statistical analysis of the data made it possible to assess customer satisfaction, identify the consumer segment focused on the loyalty program and the effectiveness of the current loyalty program of the «Look Coffee» coffee shop chain, as well as identify the needs and preferences of consumers in the loyalty program. As a result of the study, an updated loyalty program for «Look Coffee» was developed, considering current trends in working with consumer loyalty and behavioral characteristics of consumers.