Loyalty programs elaboration: The case of Mariinsky Theatre based on international arts management experience

Abstract

Goal - to elaborate the Loyalty Program, case of Mariinsky Theatre, targeting the younger generation (individuals between 17 and 30 years old) aimed to keep the existing young customers and attract the new ones. Main objectives: • Analysis of the Customer Loyalty notion and of its types; • Examination of the Loyalty Programs as a phenomenon; • Investigation of the Loyalty Programs models; • Examination of the methods of the Loyalty Programs effective elaboration; • Review of the methods measuring the effectiveness of the Loyalty Programs; • Research on the international Arts Management experience in Loyalty Programs elaboration; • Investigation of the Mariinsky Theatre clients and their needs, preferences and interests; • Elaboration of the Loyalty Program itself based on the information obtained and formulation of the further steps of reserach. Key finding – Loyalty Program for Mariinsky Theatre is of a high interest for young customers (17-30 years old), it was successfully elaborated.