In today's competitive environment of identifying growth trends in the number of companies, the spread of the approach has a dual focus. This approach to both attracting and retaining customers is already being followed. The transition of the company from a general marketing theory focused on attracting new customers to a two-way explanation of the high degree of development and saturation of modern markets. Price methods, in the face of fierce competition, fully their effectiveness. Their use is often limited. The modern consumer is becoming more demanding and exacting. Low price and quality service are no longer a guarantee of high quality products or services, although they are very important factors. In fact, we see that they are few.
The development of the economy at the present stage is set by the goal of creating an information society. Under these conditions, the foremost task is the development of the communications industry, which, in turn, is the material and technical basis for the processes of informatization of social development. Postal communication, along with telecommunications, is the basis that ensures the sustainable development of a new type of society by providing information, transport and other types of services necessary for the full functioning of the information society. The current situation dictates to companies the need for close and active interaction with the client. Against this background, there is an interest in building long-term relationships with customers and the company's consumer loyalty program as a highly effective marketing tool aimed at optimizing the company's relationship with customers and minimizing marketing costs.
The lack of a unified approach to the definition of the concept of consumer loyalty causes a difference in approaches to the classification of its types. The first classification defines two types of loyalty: behavioral and commitment. In addition to types, the classification contains possible combinations of them, namely: "loyalty without commitment" - the consumer is not satisfied, but makes purchases; "commitment without loyalty" - the consumer is satisfied, but does not make a purchase; mixed type - the consumer regularly makes purchases and experiences a deep sense of satisfaction.
The author of the second methodology puts forward three types of consumer loyalty: "transactional" - is defined as repeated and regular purchases; "perceptual" - a positive attitude of the consumer towards the company; "complex" - combines behavior and attitude. Complex loyalty is divided into four subtypes: "sincere loyalty" - the consumer is satisfied with the company's product and regularly purchases it; "false loyalty" - the consumer is not satisfied with the company's products, but purchases it; "latent loyalty" - the consumer is satisfied with the product, but does not purchase it; "lack of loyalty" - the consumer is not satisfied with the product and does not purchase it
