IDEAS home Printed from https://ideas.repec.org/a/prg/jnlcbr/v2014y2014i2id79p7-13.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://cebr.vse.cz/doi/10.18267/j.cebr.79.html
    Download Restriction: free of charge
    File URL: http://cebr.vse.cz/doi/10.18267/j.cebr.79.pdf
    Download Restriction: free of charge
    File URL: https://libkey.io/10.18267/j.cebr.79?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Vaida Kaduskeviciute & Sigitas Urbonavicius, 2019. "Webrooming: A Way of Dealing with Uncertainties in Purchasing," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 31(2), pages 139-152.
    2. Calderwood, Eric & Freathy, Paul, 2014. "Consumer mobility in the Scottish isles: The impact of internet adoption upon retail travel patterns," Transportation Research Part A: Policy and Practice, Elsevier, vol. 59(C), pages 192-203.
    3. Tunca, Burak & Anselmsson, Johan, 2019. "‘You are where you shop’: Examining stereotypes about town center shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 242-252.
    4. Sebald, Anna Kathrin & Jacob, Frank, 2020. "What help do you need for your fashion shopping? A typology of curated fashion shoppers based on shopping motivations," European Management Journal, Elsevier, vol. 38(2), pages 319-334.
    5. Zhenjie Wang & Chunling Zhu & Shanwu Tian & Ping Li, 2019. "Differentiation and pricing power of online retailers," Frontiers of Business Research in China, Springer, vol. 13(1), pages 1-20, December.
    6. Carmen Berne-Manero & Maria Gómez-Campillo & Mercedes Marzo-Navarro & Marta Pedraja-Iglesias, 2018. "Reviewing the Online Tourism Value Chain," Administrative Sciences, MDPI, vol. 8(3), pages 1-18, August.
    7. Hänninen, Mikko & Paavola, Lauri, 2021. "Managing transformations in retail agglomerations:Case Itis shopping center," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    8. Acquila-Natale, Emiliano & Iglesias-Pradas, Santiago, 2021. "A matter of value? Predicting channel preference and multichannel behaviors in retail," Technological Forecasting and Social Change, Elsevier, vol. 162(C).
    9. Li, Feng & Du, Timon C. & Wei, Ying, 2020. "Enhancing supply chain decisions with consumers’ behavioral factors: An illustration of decoy effect," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 144(C).
    10. Ruth N. Bolton & Anders Gustafsson & Crina O. Tarasi & Lars Witell, 2022. "Designing satisfying service encounters: website versus store touchpoints," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 85-107, January.
    11. Badrinarayanan, Vishag & Becerra, Enrique P. & Madhavaram, Sreedhar, 2014. "Influence of congruity in store-attribute dimensions and self-image on purchase intentions in online stores of multichannel retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1013-1020.
    12. Aroshan Srirajakulendra & Ajith Medis PhD, 2022. "A Comprehensive Literature Review on Psychological Distance and Online Purchasing Intention Towards Big Ticket Electronics: A Mediating Effect of Online Trust and Moderating Effect of Perceived Risk," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(11), pages 632-664, November.
    13. Sonja Gensler & Peter Verhoef & Martin Böhm, 2012. "Understanding consumers’ multichannel choices across the different stages of the buying process," Marketing Letters, Springer, vol. 23(4), pages 987-1003, December.
    14. Padmavathy, Chandrasekaran & Swapana, Murali & Paul, Justin, 2019. "Online second-hand shopping motivation – Conceptualization, scale development, and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 19-32.
    15. Brand, Christian & Schwanen, Tim & Anable, Jillian, 2020. "‘Online Omnivores’ or ‘Willing but struggling’? Identifying online grocery shopping behavior segments using attitude theory," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    16. Yang, Seungmi & Kwon, Youngsun, 2021. "Estimating the effects of Covid-19 and 5G in the submarkets of internet and mobile shopping," 23rd ITS Biennial Conference, Online Conference / Gothenburg 2021. Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world 238061, International Telecommunications Society (ITS).
    17. Anshu, Kumari & Gaur, Loveleen & Singh, Gurmeet, 2022. "Impact of customer experience on attitude and repurchase intention in online grocery retailing: A moderation mechanism of value Co-creation," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    18. Suhail Ahmad Bhat & Mushtaq Ahmad Darzi, 2019. "Exploring the Influence of Consumer Demographics on Online Purchase Benefits," FIIB Business Review, , vol. 8(4), pages 303-316, December.
    19. Barwitz, Niklas, 2020. "The relevance of interaction choice: Customer preferences and willingness to pay," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    20. Rayburn, Steven W. & Anderson, Sidney T. & Zank, Gail M. & McDonald, Imani, 2022. "M-atmospherics: From the physical to the digital," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:prg:jnlcbr:v:2014:y:2014:i:2:id:79:p:7-13. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Stanislav Vojir (email available below). General contact details of provider: https://edirc.repec.org/data/uevsecz.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.