Institutional aspects of establisging business partners loyalty at B2B market

loyalty program approved by the RF legislation. Currently, according to the author, seven values can be distinguished, namely: income, trust, ethics, responsibility, transparency, tolerance, concord. The author has used the following scientific approaches for the search of partners within the loyalty program (systematic, complex, cluster, social-project), which allows combining different segments of consumers. The article has presented the classification of the loyalty programs; the factors affecting the formation of the loyalty of business partners in the loyalty program. The final goal of all loyalty programs is the satisfaction of consumers and formation of the long-term relations based on the client loyalty to the company, as well as the company loyalty to the client.

economic partnership, business partner loyalty, loyalty program, B2B market, cluster approach, socio-project approach, complex approach, system approach