Customer Satisfaction with the Loyalty Programs in Retail

Kraljević Radojka, Filipović Zrinka and Zuber Milanka
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Kraljević Radojka: Libertas međunarodno sveučilište, Trg J. F. Kennedyja 6 b, 10 000Zagreb
Filipović Zrinka: predavač, Libertas međunarodno sveučilište, Trg J. F. Kennedyja 6 b, 10 000 Zagreb
Zuber Milanka: studentica, Libertas međunarodno sveučilište, Trg J. F. Kennedyja 6 b, 10 000 Zagreb

Acta Economica Et Turistica, 2017, vol. 3, issue 2, 147-159

Abstract: The loyalty programs are often part of a comprehensive strategy for customer relationship and provide a good way to identify and maintain customers with greater value than others. The main objective of this paper is to show the role of loyalty programs affecting customer satisfaction in retail. The purpose of the empirical research was to discover the effects of loyalty programs on customer satisfaction. Research has shown (N= 53) that the loyalty program is not the determinating factor. All other examined factors such as product range, price, locationof the store and customers relationship proved to be the more relevant for consumer satisfaction.

Keywords: satisfaction; consumers; loyalty programs (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:acectu:v:3:y:2017:i:2:p:147-159:n:5

DOI: 10.1515/aet-2017-0015

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