Loyalty Programmes of Selective Grocery Retailers in the Czech Republic

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F15%3A43888935" target="_blank" >RIV/60076658:12510/15:43888935 - isvavai.cz</a>

Result on the web

<a href="http://dx.doi.org/10.11118/actaun201563020617" target="_blank" >http://dx.doi.org/10.11118/actaun201563020617</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.11118/actaun201563020617" target="_blank" >10.11118/actaun201563020617</a>

Result language

angličtina

Original language name

Loyalty Programmes of Selective Grocery Retailers in the Czech Republic

Original language description

This paper deals with long term loyalty programmes of selective grocery retailers who operate in the market within the Czech Republic. Only those loyalty programmes designed for the end customers are taken into account, so this study is concerned with the B2C area. A long term loyalty programmes last at least for one year, i.e. twelve months (this time determination is valid for purposes of this paper). The main aim of this paper is to identify the single elements and principles occurring in long term loyalty programmes and then to develop an illustrative model. The presented output is a model of long term loyalty programmes that captures the three following phases: the establishment, development (or building) and termination of the relationship. In addition, from the empirical research, an interesting fact has emerged: two of the analysed long term loyalty programmes were launched at a similar time. This could be explained through the tendency for companies to copy the successful acti

Czech name

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Czech description

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Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

AH - Economics

OECD FORD branch

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Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2015

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

ISSN

1211-8516

e-ISSN

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Volume of the periodical

63

Issue of the periodical within the volume

2

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

9

Pages from-to

617-625

UT code for WoS article

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EID of the result in the Scopus database

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