Acta Oeconomica Pragensia 2014, 22(4):30-41 | DOI: 10.18267/j.aop.444

Loyalty Programmes and their Perception by Customers and Operators of Retail e-Shops

Radek Tahal, Václav Stříteský
Vysoká škola ekonomická v Praze, Fakulta podnikohospodářská (radek.tahal@vse.cz, vaclav.stritesky@vse.cz).

The paper deals with building customer loyalty through loyalty programmes in online stores (e-shops) and makes a comparison with standard retail chains. The first part is based on a survey of customer attitudes towards loyalty programmes in the online environment and a survey of customer attitudes towards loyalty programmes in retail chains. Research findings for the two specific environments are compared with e-shop operators' and owners' viewpoint of loyalty programmes. Presented findings indicate the direction in which the loyalty programmes should be built. A successful loyalty programme must be sufficiently attractive for customers. The survey reveals that easily obtained benefits and remuneration thematically bound to the purchased item make customers more satisfied, which can be transformed into loyalty. Retailers do not necessarily have to insist on long-term collection of points. Sophisticated types of fast-moving remuneration can bring the desired objectives as well.

Keywords: customer loyalty, loyalty programmes, on-line shopping, consumer behaviour
JEL classification: M31

Published: August 1, 2014  Show citation

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Tahal, R., & Stříteský, V. (2014). Loyalty Programmes and their Perception by Customers and Operators of Retail e-Shops. Acta Oeconomica Pragensia, 22(4), 30-41. doi: 10.18267/j.aop.444
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