ATTITUDES OF SOUTH BOHEMIAN CUSTOMERS TO FORMS AND SET LOYALTY PROGRAM CONDITIONS

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F75081431%3A_____%2F18%3A00002164" target="_blank" >RIV/75081431:_____/18:00002164 - isvavai.cz</a>

Result on the web

<a href="https://globalization.uniza.sk/wp-content/uploads/2018/12/proceedings_globalization_2018_part_2.pdf" target="_blank" >https://globalization.uniza.sk/wp-content/uploads/2018/12/proceedings_globalization_2018_part_2.pdf</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

ATTITUDES OF SOUTH BOHEMIAN CUSTOMERS TO FORMS AND SET LOYALTY PROGRAM CONDITIONS

Original language description

Loyalty programs are already a common tool for sales promotion in a globalized society. The purpose of engaging a customer in these programs is a mutual benefit. On the part of the customer, it is in the form of financial and non-financial advantages and on the merchant side, it is in the form of getting a loyal and satisfied customer. The existence of a large number of loyalty programs on the market causes lower customer motivation to use these ways but also the higher demands. This puts pressure on the creation of sophisticated loyalty programs based on actual preferences, expectations, and attitudes of target customers. The aim of the article is to determine attitudes of South Bohemian customers to forms and set loyalty program conditions. The use of modern forms of communication and information technology within loyalty programs becomes an indisputable aspect that is characterized primarily by the younger generation of customers. Against this background, increased attention will be given to this group of respondents. The article draws on research conducted in 2018, which focuses on customer preferences and attitudes towards loyalty programs. The research was conducted through an e-questionnaire distributed on the web interface. The total number of respondents is 269 and the data obtained is processed using basic descriptive statistics. The presented outputs of the article can serve as a material for the targeted creation of effective loyalty programs in the South Bohemian Region under conditions of globalization.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2018

Confidentiality

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

Article name in the collection

GLOBALIZATION AND ITS SOCIO-ECONOMIC CONSEQUENCES

ISBN

9788081542497

ISSN

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e-ISSN

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Number of pages

2926

Pages from-to

570-576

Publisher name

ZU – UNIVERSITY OF ZILINA, Faculty of Operation and Economics of Transport and Communications, Department of Economics

Place of publication

Žilina

Event location

Rajecké Teplice

Event date

Oct 10, 2018

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

000681676300075