LOYALTY PROGRAMS FROM A CUSTOMER’S PERSPECTIVE IN THE REGION OF SOUTH BOHEMIA
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F75081431%3A_____%2F18%3A00002165" target="_blank" >RIV/75081431:_____/18:00002165 - 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
—
Alternative languages
Result language
angličtina
Original language name
LOYALTY PROGRAMS FROM A CUSTOMER’S PERSPECTIVE IN THE REGION OF SOUTH BOHEMIA
Original language description
The rapid spread of new trends, technologies, innovations, increased competitive environment and more quantity of demanding customers are among the consequences of a globalized economic environment. Businesses use many ways to attract and retain these demanding customers. The development of information technologies in a globalized environment has brought widespread opportunities not only in advertising but also within loyalty programs. The aim of the paper is to present preferences within the framework of possible tools used in loyalty programs and their comparison with what is actually offered to customers in the Region of South Bohemia. The attention is focused on the younger and middle-aged generation of customers, who are more open to new technologies and trends. The paper is based on partial research outputs focusing on customer loyalty preferences. The data were obtained in a questionnaire survey (e-questionnaire) in 2018. The selected sample consists of 269 respondents. The obtained data are evaluated by using basic descriptive statistics. Moreover, there is an independent two-sample t-test used to average the mean values of two groups of data in terms of their determination of significant differences. The presented outputs of the paper can be used as a material for the targeted creation of effective loyalty programs with respect to the attitudes and preferences of customers in the conditions in the Region of South Bohemia within the context of globalization.
Czech name
—
Czech description
—
Classification
Type
D - Article in proceedings
CEP classification
—
OECD FORD branch
50204 - Business and management
Result continuities
Project
—
Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Proceedings of 18th International Scientific Conference Globalization and Its Socio-Economic Consequences (Part II. – Behavioural Economics), Rajecké Teplice, 10. – 11. října 2018
ISBN
9788081542497
ISSN
—
e-ISSN
—
Number of pages
2926
Pages from-to
673-680
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
000681676300088