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Comparison of Customer Attitudes towards Loyalty Programs in Prague and in London

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  • Radek Tahal

Abstract

Loyalty programs rank among the most important marketing tools used for motivating customers in repeated purchases. The history is more than a hundred years old and there are many interesting points in the development. At present, programs can be built on the basis of various algorithms. In any case, it is necessary to develop such programs that are positively accepted by customers, viewed as useful, creating emotional ties to a retailer or to a brand. This study is based on primary data collected in the Czech Republic and in Great Britain, and it aims at two research targets. The first is to compare customers' preferences in choosing loyalty programs in the two countries, to find similarities and differences. The second target is to make a comparison of customers' willingness in disclosing their personal data for a retailer when signing up for a loyalty program.

Suggested Citation

  • Radek Tahal, 2015. "Comparison of Customer Attitudes towards Loyalty Programs in Prague and in London," Central European Business Review, Prague University of Economics and Business, vol. 2015(3), pages 5-12.
    • Handle: RePEc:prg:jnlcbr:v:2015:y:2015:i:3:id:128:p:5-12
    DOI: 10.18267/j.cebr.128
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    References listed on IDEAS

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    1. Radek Tahal & Václav Stříteský, 2014. "Loyalty Programmes and their Perception by Customers and Operators of Retail e-Shops [Věrnostní programy a jejich vnímání zákazníky a provozovateli retailových internetových obchodů]," Acta Oeconomica Pragensia, Prague University of Economics and Business, vol. 2014(4), pages 30-41.
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    More about this item

    Keywords

    Loyalty; loyalty scheme; personal data; market research; consumer;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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