Analysis of Key Indicators That Affect the Expected Benefit of Customers When Using Loyalty Cards

Abstract

The aim of this paper is to define the significance of different indicators that affect the expected benefit of customers when using loyalty cards in the purchasing process in the retail sector. As the most important indicators that affect expectations while using loyalty cards, the following was tested: price discounts, more efficient service and rewards, personalized communication, payment option, better information, status symbols and additional benefits. The research was conducted on a sample of 552 holders of loyalty cards of the largest retail chains in selected Central Europe (CE) and South East Europe (SEE) countries. The values of indicators for different categories of customers and different markets can be determined based on the obtained results and conducted tests. The determined values of the indicators are the basis for the formation of a regression model that will serve the chain managers to optimize the loyalty programs in relation to the identified customer expectations.

The effect of the COVID-19 crisis on the perception of digitisation in the purchasing process: customers and retailers perspective

“…However, the difference to the customers' needs is still high. Hypermarkets and other retail chains discovered this opportunity a long time ago and it seems to be an important challenge for small retailers (Kon car et al, 2019;Ku cerov a and Zeman, 2018;Rao and Syam, 2001).…”