LOYALITY PFOGRAMS IN FAST-MOVING CONSUMER GOODS (FMCG) SECTOR

• Authors: Robert Tahal , Václav Stříteský
• Languages of publication: EN

Abstracts

EN

One of the crucial tasks of a retailer is to attract the consumer and to build the long-time relationship called loyalty. In the paper, there are first described tiers of the relationship between retailer and customer. They can be classified as “satisfaction”, “repeated purchases” and “loyalty”. Then, based on the analysis of existing loyalty programs, their categorization has been made. In most cases the loyalty programs are based on financial remuneration of those who participate, usually according to the cumulative amount spent. This paper reveals the loyalty programs mechanisms that are typically used. Last but not least, the comparison of almost 30 specific loyalty programs has been made in order to reveal the remuneration principle and to establish the benchmarks.

Keywords

EN

loyalty program; retail; customer loyalty; benchmark

• Publisher: University Service Publishing, Prague, Czech Republic
• Journal: Czech Journal of Social Sciences, Business and Economics
• Year: 2013
• Volume: Volume 2
• Issue: 4
• Pages: 67-75

Contributors

author

Robert Tahal

author

Václav Stříteský

• Redakce CJSSBE, Univerzitní servis, s.r.o., Trnkovo nám. 1112/2, 152 00 Praha 5, Czech Republic