LOYALTY PROGRAMS FROM A CUSTOMER’S PERSPECTIVE IN THE REGION OF SOUTH BOHEMIA

Kód výsledku v 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>

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

LOYALTY PROGRAMS FROM A CUSTOMER’S PERSPECTIVE IN THE REGION OF SOUTH BOHEMIA

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

LOYALTY PROGRAMS FROM A CUSTOMER’S PERSPECTIVE IN THE REGION OF SOUTH BOHEMIA

Popis výsledku anglicky

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.

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

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

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e-ISSN

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Počet stran výsledku

2926

Strana od-do

673-680

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

000681676300088