SHS Web Conf.
Volume 61, 2019Innovative Economic Symposium 2018 - Milestones and Trends of World Economy (IES2018)
|Number of page(s)||8|
|Section||Strategic Partnerships in International Trade|
|Published online||30 January 2019|
Customer evaluation of loyalty programs in selected companies of the South Bohemian region
Institute of Technology and Business in České Budějovice, School of Corporate Strategy, Okružní 517/10, 37001 České Budějovice, Czech Republic
* Corresponding author: firstname.lastname@example.org
Satisfied and constantly returning customers is a tremendous benefit for the business. There is also a well-thought loyalty program to help customers return. The aim of the article 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 South Bohemian region. The attention is focused on younger and middle age customers, which is more open to new technologies and trends. The article is based on partial research outputs focusing on customer loyalty preferences. The data were obtained through a questionnaire survey (e-questionnaire) in 2018. The obtained data are evaluated using basic descriptive statistics. Also, there is the independent two-sample t-test used to average the mean values of two groups of data in terms of their determination of significant differences.
Key words: Loyalty programs / Benefits of loyalty programs / Point system / Forms of loyalty programs of South Bohemian customers
© The Authors, published by EDP Sciences, 2019
This is an Open Access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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