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Czynniki zachęcające i zniechęcające konsumentów do udziału w punktowych programach lojalnościowych

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Laskowska J., Mitręga M.
Studia Ekonomiczne
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2014
|
vol. 182
89-98
EN
The purpose of this paper was to summarize the existing research regarding the factors affecting customers' participation in the loyalty schemes and the factors contributing to customer resignation from the loyalty schemes. It was found that the economic costs and benefits have a major impact on the customers' decision to participate in such programs. Furthermore, four customer frustration factors affecting customer resignation from the program were identified: qualification barrier, inaccessibility, worthlessness, and redemption costs.
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Programy lojalnościowe wielkich sieci handlowych jako narzędzie komunikacji marketingowej - ewolucja i uwarunkowania sukcesu rynkowego

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Spyra Z.
Studia Ekonomiczne
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2013
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vol. 140
57-79
EN
Customer loyalty programs are increasingly becoming an integral tool of marketing activity of large retail chains and the basis for building their market strategy. Large retail chains recognize that greatest value in loyalty programs is the possibility of improving knowledge about customers and potential impact on their attitudes and buying behavior. The purpose of this article is to present the role of a loyalty program as a tool for marketing communications in the market strategies of large retail chains. This paper presents the thesis that the competitiveness of today's commercial networks' loyalty programs provide a rich spectrum of communication channels and enable participants to communicate with the organizers of the program in a way that best suits them.
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Efekty relacyjne w zarządzaniu relacjami z partnerami. Ocena działań na rynku instytucjonalnym

100%
Kwiatek P.
Studia Ekonomiczne
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2014
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vol. 182
99-108
EN
This article uses the result of research carried out over nearly three years on sales, marketing and procurement managers. Results presented in the paper showed a significant gap between expectations in shaping customer relationships and actions taken by businesses with structuring in the form of loyalty to the institutional market.
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