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Loyalty Programs in E-commerce and their Perception by the Young Adult Internet Population

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  • Radek Tahal

Abstract

One of the topical themes of today's marketing is customer loyalty. There are many tools that can be used to attract a customer and make him loyal. Most frequently applied are special loyalty programs. Some of them are well designed; others are often difficult to understand and they do not bring positive effect. This paper concentrates on e-shop loyalty programs with regard to the young generation of customers. Based on primary data, the goals of e-shops' loyalty programs are compared to the loyalty benefits preferred by customers. Whereas e-shop providers often remunerate their customers on the scheme of cumulative purchase history, customers appreciate an instant reward, regardless of whether it's small or not.

Suggested Citation

  • Radek Tahal, 2014. "Loyalty Programs in E-commerce and their Perception by the Young Adult Internet Population," Central European Business Review, Prague University of Economics and Business, vol. 2014(2), pages 7-13.
    • Handle: RePEc:prg:jnlcbr:v:2014:y:2014:i:2:id:79:p:7-13
    DOI: 10.18267/j.cebr.79
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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. Ganesh, Jaishankar & Reynolds, Kristy E. & Luckett, Michael & Pomirleanu, Nadia, 2010. "Online Shopper Motivations, and e-Store Attributes: An Examination of Online Patronage Behavior and Shopper Typologies," Journal of Retailing, Elsevier, vol. 86(1), pages 106-115.
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    Cited by:

    1. Bojana Suzić & Miroslav Karlíček & Václav Stříteský, 2016. "Adoption of Social Media for Public Relations by Museums," Central European Business Review, Prague University of Economics and Business, vol. 2016(2), pages 5-16.
    2. 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.
    3. Cornellia, Ayu & Hermawan, Hary & Sinangjoyo, Nikasius Jonet, 2021. "Social Media as Modern Platform to Create Awareness of Sonobudoyo and Sandi Museums in Yogyakarta Indonesia," OSF Preprints kz2gc, Center for Open Science.

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    More about this item

    Keywords

    loyalty; customer satisfaction; online retail; loyalty program;
    All these keywords.

    JEL classification:

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

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