Аннотация: The article examines the theoretical aspects of the formation and development of consumer loyalty in the context of a modern competitive economy. The transition from traditional marketing to relationship marketing is substantiated as a key tool for customer retention. Particular attention is paid to the classification of loyalty according to its degree, the analysis of factors influencing customer commitment, and the stages of the customer lifecycle. The paper emphasizes the importance of an integrated approach to loyalty management, including both tangible and intangible incentives. It is concluded that effective development of consumer loyalty contributes to the sustainable growth of a company, strengthening its competitive position, and building long-term customer relationships.