This study concentrates on a status of a particular customer loyalty program inRussia and, because of

the main research area, also a common descriptionabout customer loyalty programs and customer
loyalty programs’ situation inRussia are introduced in this study. Arantola (2000) introduces several
termsand descriptions for the customer loyalty programs in her study. The most typical way to create
abiding relationship with customers is the loyalty programs. (Berezka). It is important to understand
basics of the customer loyalty and how a company can manage the customer loyalty in its activities. A
company should determine what it wants to achieve, howit will be measured, and to choose the target
group precisely (Levethal 2006).

The concept of prices is one of the most discussed concepts in the literature relatingto prices in the
market. A fair price is the price of goods or services that customer found it is suitableand reasonable
(Rajendran, 2009). Many different pricingstrategies can be applied to increase sales and at the same
time create price fairness perception.However, the selection of pricing strategies is not easy as it also
has a direct impact on sales andprofits. For the present study, since research has demonstrated that
price fairness has a significantpositive influence on customer satisfaction with organic food (Konuk,
2017)