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

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2018

Kód důvěrnosti údajů

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

Název statě ve sborníku

GLOBALIZATION AND ITS SOCIO-ECONOMIC CONSEQUENCES

ISBN

9788081542497

ISSN

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e-ISSN

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Počet stran výsledku

2926

Strana od-do

570-576

Název nakladatele

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

Místo vydání

Žilina

Místo konání akce

Rajecké Teplice

Datum konání akce

10. 10. 2018

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000681676300075