Factors Influencing the Participation in Customers' Loyalty Programmes : the Case of Croatia

• Autorzy: Ivan Kovač , Dora Naletina , Dunja Brezović
• Języki publikacji: EN

Abstrakty

EN

Objective: The purpose of this research is to explore selected components of loyalty programmes in Croatia, so that retailers can conceptualise an optimal and effective loyalty programme for their customers.

Research Design & Methods: The article is based on an analysis of secondary data, and primary research on buyers' attitudes to loyalty programmes on the consumer goods retail market in Croatia.

Findings: The results of the conducted research show that the relationship with the staff is the most important element of loyalty programme to the buyers. Preferential treatment, personalised approach and the sense of belonging are important to buyers. The results also showed that of those components preferential treatment is the most important.

Implications & Recommendations: Retailers can improve their business by using loyalty programmes, since they are in a way represented through them. It can be assumed that for the buyer who is satisfied with the loyalty programme, this programme will be a stimulus for establishing a deeper relationship with the retailer.

Contribution & Value Added: Based on this research, retail companies on the Croatian market can get a clear picture of the significance and the role of specific components of loyalty programmes, so they can focus on what is most important to buyers and can conceptualise an optimal and effective loyalty programme for their customers. (original abstract)

Słowa kluczowe

PL

Klient; Programy lojalnościowe; Sprzedaż detaliczna

EN

Customer; Loyalty programs; Retail sales

• Czasopismo: Entrepreneurial Business and Economics Review
• Rocznik: 2018
• Tom: 6
• Numer: nr 2 Exporting, Int'l Cooperation and FDI
• Strony: 185-199

Twórcy

autor

Ivan Kovač

• University of Zagreb, Croatia

autor

Dora Naletina

• University of Zagreb, Croatia

autor

Dunja Brezović

• University of Zagreb, Croatia

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Identyfikatory

DOI

10.15678/EBER.2018.060210