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Foundations of Management

The Journal of Warsaw University of Technology

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Loyalty Programs Effectiveness

Katarzyna Szczepańska / Patryk Gawron
Published Online: 2012-03-20 | DOI: https://doi.org/10.2478/v10238-012-0044-5

Loyalty Programs Effectiveness

An increasing number of loyalty programs is one of the most common phenomena observed in the practice of marketing companies on the market today. Objectives and tasks of loyalty programs determine the type of use of marketing instruments affecting the attitudes and behaviours of customers, which is aimed at the program. The diversity of factors influencing the effectiveness of loyalty programs should set the scope and object of empirical research. As the results of studies to evaluate the effectiveness of loyalty programs mainly on the B2C market is diverse in terms of the criteria. This article presents the essence of loyalty programs and the factors influencing their effectiveness.

Keywords: loyalty program; customer loyalty; factors for the effectiveness of loyalty program

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About the article

Published Online: 2012-03-20

Published in Print: 2011-01-01

Citation Information: Foundations of Management, ISSN (Print) 2080-7279, DOI: https://doi.org/10.2478/v10238-012-0044-5.

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