INFORMATION SYSTEMS USED IN LOYALTY PROGRAMS (Systemy informatyczne wykorzystywane w programach lojalnosciowych)
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This article aims to address the issues of information systems application in loyalty programs. The paper will present the essence of the project, which is the loyalty program, a typology of programs according to their level of reward processes sophistication, customer behavior analysis and communication, areas closely dependent on the application of advanced information technologies. Important focus will be placed to identify the problems faced by operators of running programs, and analyzing these problems, which are closely connected with solutions used, and whose solution may be modification or replacement of information system. The final part of the article will be devoted to the analysis of solutions used in loyalty programs and their impact on the effectiveness of such programs in order to define information systems architecture model of a loyalty program, which will provide the flexibility to program development and ultimately its success.
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