J
2021
Does the implementation of loyalty programmes lead to gaining a loyal customer?
ŽILINSKÁ, Michaela, Jaromír VRBKA and Eva KALINOVÁ
Basic information
Original name
Does the implementation of loyalty programmes lead to gaining a loyal customer?
Authors
ŽILINSKÁ, Michaela (203 Czech Republic, belonging to the institution),
Jaromír VRBKA (203 Czech Republic, guarantor, belonging to the institution) and Eva KALINOVÁ
Edition
Ad Alta - Journal of Interdisciplinary Research, Hradec Králové, Česká republika, Magnanimitas, 2021, 1804-7890
Other information
Type of outcome
Článek v odborném periodiku
Field of Study
50200 5.2 Economics and Business
Country of publisher
Czech Republic
Confidentiality degree
není předmětem státního či obchodního tajemství
RIV identification code
RIV/75081431:_____/21:00002133
Organization unit
Institute of Technology and Business in České Budějovice
Keywords in English
customers; retail chains; benefits; loyalty; loyalty programme; loyalty cards
V originále
Authors aim is to evaluate the benefits of loyalty cards for sales support at three selected companies in the Czech market, especially Kaufland, Globus and Tesco, and to determine whether the implementation of the loyalty programme leads to gaining a loyal customer.
Displayed: 18/10/2024 20:40