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Loyalty Programs Effectiveness

Author

Listed:
  • Szczepańska Katarzyna
  • Gawron Patryk

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

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.

Suggested Citation

  • Szczepańska Katarzyna & Gawron Patryk, 2011. "Loyalty Programs Effectiveness," Foundations of Management, Sciendo, vol. 3(2), pages 89-102, January.
    • Handle: RePEc:vrs:founma:v:3:y:2011:i:2:p:89-102:n:6
    DOI: 10.2478/v10238-012-0044-5
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    References listed on IDEAS

    as
    1. 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.
    2. Ran Kivetz, 2005. "Promotion Reactance: The Role of Effort-Reward Congruity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 725-736, March.
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