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Loyalty Programs in E-commerce and their Perception by the Young Adult Internet Population

Radek Tahal

Central European Business Review, 2014, vol. 2014, issue 2, 7-13

Abstract: One of the topical themes of today's marketing is customer loyalty. There are many tools that can be used to attract a customer and make him loyal. Most frequently applied are special loyalty programs. Some of them are well designed; others are often difficult to understand and they do not bring positive effect. This paper concentrates on e-shop loyalty programs with regard to the young generation of customers. Based on primary data, the goals of e-shops' loyalty programs are compared to the loyalty benefits preferred by customers. Whereas e-shop providers often remunerate their customers on the scheme of cumulative purchase history, customers appreciate an instant reward, regardless of whether it's small or not.

Keywords: loyalty; customer satisfaction; online retail; loyalty program (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2014
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DOI: 10.18267/j.cebr.79

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