JAMBAL, Tsolmon, Lenka LIŽBETINOVÁ and Jaroslav STUCHLÝ. ATTITUDES OF SOUTH BOHEMIAN CUSTOMERS TO FORMS AND SET LOYALTY PROGRAM CONDITIONS. In prof. Ing. Tomas Kliestik, Ph.D. GLOBALIZATION AND ITS SOCIO-ECONOMIC CONSEQUENCES. 1st ed. Žilina: ZU – UNIVERSITY OF ZILINA, Faculty of Operation and Economics of Transport and Communications, Department of Economics. p. 570 - 576, 2926 pp. ISBN 978-80-8154-249-7. 2018.
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Basic information
Original name ATTITUDES OF SOUTH BOHEMIAN CUSTOMERS TO FORMS AND SET LOYALTY PROGRAM CONDITIONS
Authors JAMBAL, Tsolmon (496 Mongolia, guarantor, belonging to the institution), Lenka LIŽBETINOVÁ (203 Czech Republic, belonging to the institution) and Jaroslav STUCHLÝ (203 Czech Republic, belonging to the institution).
Edition 1st ed. Žilina, GLOBALIZATION AND ITS SOCIO-ECONOMIC CONSEQUENCES, p. 570 - 576, 2926 pp. 2018.
Publisher ZU – UNIVERSITY OF ZILINA, Faculty of Operation and Economics of Transport and Communications, Department of Economics
Other information
Original language English
Type of outcome Proceedings paper
Field of Study 50204 Business and management
Country of publisher Slovakia
Confidentiality degree is not subject to a state or trade secret
Publication form electronic version available online
WWW URL
RIV identification code RIV/75081431:_____/18:00002164
Organization unit Institute of Technology and Business in České Budějovice
ISBN 978-80-8154-249-7
UT WoS 000681676300075
Keywords in English loyalty program; customer; customer preferences marketing; QUALITY; IMPACT
Tags BPE_MAR, RIV21, WOS
Changed by Changed by: Mgr. Nikola Petříková, učo 28324. Changed: 14/10/2021 14:02.
Abstract
Loyalty programs are already a common tool for sales promotion in a globalized society. The purpose of engaging a customer in these programs is a mutual benefit. On the part of the customer, it is in the form of financial and non-financial advantages and on the merchant side, it is in the form of getting a loyal and satisfied customer. The existence of a large number of loyalty programs on the market causes lower customer motivation to use these ways but also the higher demands. This puts pressure on the creation of sophisticated loyalty programs based on actual preferences, expectations, and attitudes of target customers. The aim of the article is to determine attitudes of South Bohemian customers to forms and set loyalty program conditions. The use of modern forms of communication and information technology within loyalty programs becomes an indisputable aspect that is characterized primarily by the younger generation of customers. Against this background, increased attention will be given to this group of respondents. The article draws on research conducted in 2018, which focuses on customer preferences and attitudes towards loyalty programs. The research was conducted through an e-questionnaire distributed on the web interface. The total number of respondents is 269 and the data obtained is processed using basic descriptive statistics. The presented outputs of the article can serve as a material for the targeted creation of effective loyalty programs in the South Bohemian Region under conditions of globalization.
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