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

Language

English

Type of outcome

Article in a journal

Field of Study

50200 5.2 Economics and Business

Country of publisher

Czech Republic

Confidentiality degree

is not subject to a state or trade secret

References:

URL

RIV identification code

RIV/75081431:_____/21:00002133

Organization unit

Institute of Technology and Business in České Budějovice

UT WoS

000674964900064

Keywords in English

customers; retail chains; benefits; loyalty; loyalty programme; loyalty cards

Tags

FIP_1, RIV21, WOS
Changed: 31/8/2021 08:16, Mgr. Nikola Petříková

Abstract

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: 27/2/2025 18:53