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Loyalty Programmes and their Perception by Customers and Operators of Retail e-Shops
[Věrnostní programy a jejich vnímání zákazníky a provozovateli retailových internetových obchodů]

Author

Listed:
  • Radek Tahal
  • Václav Stříteský

Abstract

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.

Suggested Citation

  • 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.
    • Handle: RePEc:prg:jnlaop:v:2014:y:2014:i:4:id:444:p:30-41
    DOI: 10.18267/j.aop.444
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    References listed on IDEAS

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    1. Ivan Tomek & Václav Stříteský & Radek Tahal, 2013. "Segmentation of Czech Consumers Based on their Attitudes Towards Money," Central European Business Review, Prague University of Economics and Business, vol. 2013(2), pages 19-24.
    2. Katarzyna Szczepańska & Patryk Paweł Gawron, 2011. "Changes in Approach to Customer Loyalty," Contemporary Economics, University of Economics and Human Sciences in Warsaw., vol. 5(1), March.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Václav Stříteský & Marek Stříteský, 2014. "Demographic Targeting of Internet Advertising [Demografické cílení internetové reklamy]," Acta Informatica Pragensia, Prague University of Economics and Business, vol. 2014(2), pages 137-153.
    2. 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.

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    More about this item

    Keywords

    customer loyalty; loyalty programmes; on-line shopping; consumer behaviour;
    All these keywords.

    JEL classification:

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

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