RUDN Journal of EconomicsRUDN Journal of Economics2313-23292408-8986Peoples’ Friendship University of Russia named after Patrice Lumumba (RUDN University)12058Customer loyalty programmes: technologies of effective functioningEl-SmailiD PPeoples Friendship University of Russiagovreja@hotmail.com <mailto:govreja@hotmail.com>Peoples Friendship University of Russia150120091879412092016Copyright © 2016, Economics2016The dynamic development of goods and services market accompanied by standardization of offer, quality and price leads to the sharpening of competition in this sphere. This tendency strengthens the importance of new technologies aimed at building long-term customer relationships. The article considers peculiarities of loyalty programmes as one of the customer relationship management tools, it is also analyzes basic purchase motives and provides recommendations of using various customer loyalty building methods.consumer behaviorcustomer motivationcustomer loyaltyloyalty programmesloyalty rewardsповедение потребителейпотребительский мотивлояльность потребителейпрограммы повышения лояльностивознаграждения в программах лояльности