<abstract xml:lang="en" xmlns="http://www.w3.org/1999/xhtml"><p>An increasing number of loyalty programs is one of the most common phenomena observed in the practice of marketing companies on the market today. Objectives and tasks of loyalty programs determine the type of use of marketing instruments affecting the attitudes and behaviours of customers, which is aimed at the program. The diversity of factors influencing the effectiveness of loyalty programs should set the scope and object of empirical research. As the results of studies to evaluate the effectiveness of loyalty programs mainly on the B2C market is diverse in terms of the criteria. This article presents the essence of loyalty programs and the factors influencing their effectiveness.</p></abstract>

An increasing number of loyalty programs is one of the most common phenomena observed in the practice of marketing companies on the market today. Objectives and tasks of loyalty programs determine the type of use of marketing instruments affecting the attitudes and behaviours of customers, which is aimed at the program. The diversity of factors influencing the effectiveness of loyalty programs should set the scope and object of empirical research. As the results of studies to evaluate the effectiveness of loyalty programs mainly on the B2C market is diverse in terms of the criteria. This article presents the essence of loyalty programs and the factors influencing their effectiveness.

Loyalty Programs Effectiveness

Faculty of Management, Warsaw University of Technology, Warsaw, Poland

Foundations of Management

{"article-title":"Loyalty Programs Effectiveness"}

An increasing number of loyalty programs is one of the most common phenomena observed in the practice of marketing companies on the market today. Objectives...

Loyalty Programs Effectiveness

Pubblicato online: 20 mar 2012

Pagine: 89 - 102

DOI: https://doi.org/10.2478/v10238-012-0044-5

Parole chiave
loyalty program, customer loyalty, factors for the effectiveness of loyalty program

This content is open access.

Loyalty Programs Effectiveness

Pubblicato online: 20 mar 2012

Pagine: 89 - 102

DOI: https://doi.org/10.2478/v10238-012-0044-5

Parole chiaveloyalty program, customer loyalty, factors for the effectiveness of loyalty program

This content is open access.

Parole chiave
loyalty program, customer loyalty, factors for the effectiveness of loyalty program