Loyalty Programs Effectiveness

Szczepańska Katarzyna and Gawron Patryk
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Szczepańska Katarzyna: Faculty of Management, Warsaw University of Technology, Warsaw, Poland
Gawron Patryk: Faculty of Management, Warsaw University of Technology, Warsaw, Poland

Foundations of Management, 2011, vol. 3, issue 2, 89-102

Abstract: An increasing number of loyalty programs is one of the most common phenomena observed in the practice of marketing companies on the market today. Objectives and tasks of loyalty programs determine the type of use of marketing instruments affecting the attitudes and behaviours of customers, which is aimed at the program. The diversity of factors influencing the effectiveness of loyalty programs should set the scope and object of empirical research. As the results of studies to evaluate the effectiveness of loyalty programs mainly on the B2C market is diverse in terms of the criteria. This article presents the essence of loyalty programs and the factors influencing their effectiveness.

Keywords: loyalty program; customer loyalty; factors for the effectiveness of loyalty program; loyalty program; customer loyalty; factors for the effectiveness of loyalty program (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:founma:v:3:y:2011:i:2:p:89-102:n:6

DOI: 10.2478/v10238-012-0044-5

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