LIŽBETINOVÁ, Lenka, Tsolmon JAMBAL and Jaroslav STUCHLÝ. LOYALTY PROGRAMS FROM A CUSTOMER’S PERSPECTIVE IN THE REGION OF SOUTH BOHEMIA. Online. In prof. Ing. Tomas Kliestik, Ph.D. Proceedings of 18th International Scientific Conference Globalization and Its Socio-Economic Consequences (Part II. – Behavioural Economics), Rajecké Teplice, 10. – 11. října 2018. 1st ed. Žilina: ZU – UNIVERSITY OF ZILINA, Faculty of Operation and Economics of Transport and Communications, Department of Economics, 2018, p. 673 - 680, 2926 pp. ISBN 978-80-8154-249-7.
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Basic information
Original name LOYALTY PROGRAMS FROM A CUSTOMER’S PERSPECTIVE IN THE REGION OF SOUTH BOHEMIA
Authors LIŽBETINOVÁ, Lenka (203 Czech Republic, guarantor, belonging to the institution), Tsolmon JAMBAL (496 Mongolia, belonging to the institution) and Jaroslav STUCHLÝ (203 Czech Republic, belonging to the institution).
Edition 1st ed. Žilina, Proceedings of 18th International Scientific Conference Globalization and Its Socio-Economic Consequences (Part II. – Behavioural Economics), Rajecké Teplice, 10. – 11. října 2018, p. 673 - 680, 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:_____/18:00002165
Organization unit Institute of Technology and Business in České Budějovice
ISBN 978-80-8154-249-7
UT WoS 000681676300088
Keywords in English loyalty program; customer; customer preferences; marketing; QUALITY
Tags BPE_MAR, RIV21, WOS
Changed by Changed by: Mgr. Nikola Petříková, učo 28324. Changed: 14/10/2021 14:20.
Abstract
The rapid spread of new trends, technologies, innovations, increased competitive environment and more quantity of demanding customers are among the consequences of a globalized economic environment. Businesses use many ways to attract and retain these demanding customers. The development of information technologies in a globalized environment has brought widespread opportunities not only in advertising but also within loyalty programs. The aim of the paper is to present preferences within the framework of possible tools used in loyalty programs and their comparison with what is actually offered to customers in the Region of South Bohemia. The attention is focused on the younger and middle-aged generation of customers, who are more open to new technologies and trends. The paper is based on partial research outputs focusing on customer loyalty preferences. The data were obtained in a questionnaire survey (e-questionnaire) in 2018. The selected sample consists of 269 respondents. The obtained data are evaluated by using basic descriptive statistics. Moreover, there is an independent two-sample t-test used to average the mean values of two groups of data in terms of their determination of significant differences. The presented outputs of the paper can be used as a material for the targeted creation of effective loyalty programs with respect to the attitudes and preferences of customers in the conditions in the Region of South Bohemia within the context of globalization.
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