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Loyalty Programmes of Selective Grocery Retailers in the Czech Republic

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  • Petra Solarová

    (Department of Trade and Tourism, Faculty of Economics, University of South Bohemia in České Budějovice, Studentská 13, 370 05 České Budějovice, Czech Republic)

Abstract

This paper deals with long term loyalty programmes of selective grocery retailers who operate in the market within the Czech Republic. Only those loyalty programmes designed for the end customers are taken into account, so this study is concerned with the B2C area. A long term loyalty programmes last at least for one year, i.e. twelve months (this time determination is valid for purposes of this paper). The main aim of this paper is to identify the single elements and principles occurring in long term loyalty programmes and then to develop an illustrative model. The presented output is a model of long term loyalty programmes that captures the three following phases: the establishment, development (or building) and termination of the relationship.In addition, from the empirical research, an interesting fact has emerged: two of the analysed long term loyalty programmes were launched at a similar time. This could be explained through the tendency for companies to copy the successful activities insigated by their competitors. Furthermore, the next remarkable phenomenon is that one grocery chain runs two long term loyalty programmes at the same time and the target groups of these programmes overlap. A possible explanation could be that the chain is making efforts to interest as many as possible of its different customers.

Suggested Citation

  • Petra Solarová, 2015. "Loyalty Programmes of Selective Grocery Retailers in the Czech Republic," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 63(2), pages 617-625.
    • Handle: RePEc:mup:actaun:actaun_2015063020617
    DOI: 10.11118/actaun201563020617
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    References listed on IDEAS

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    1. Nor Asiah Omar & Syed Shah Alam & Norzalita Abdul Aziz & Muhamad Azrin Nazri, 2011. "Retail Loyalty Programs in Malaysia: The Relationship of Equity, Value, Satisfaction, Trust, and Loyalty among Cardholders," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 12(2), pages 332-352, February.
    2. Arbore, Alessandro & Estes, Zachary, 2013. "Loyalty program structure and consumers' perceptions of status: Feeling special in a grocery store?," Journal of Retailing and Consumer Services, Elsevier, vol. 20(5), pages 439-444.
    3. Vesel, Patrick & Zabkar, Vesna, 2009. "Managing customer loyalty through the mediating role of satisfaction in the DIY retail loyalty program," Journal of Retailing and Consumer Services, Elsevier, vol. 16(5), pages 396-406.
    4. Klára Mrkosová & Ondřej Dufek & Luděk Majer, 2011. "Loyalty programs as a part of company's marketing strategy," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 59(2), pages 199-204.
    5. Rajiv Lal & David Bell, 2003. "The Impact of Frequent Shopper Programs in Grocery Retailing," Quantitative Marketing and Economics (QME), Springer, vol. 1(2), pages 179-202, June.
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