Customer's View to Provide Information for Loyalty Programs in the South Bohemia

Abstract

The aim of the article is to determine the attitudes of South Bohemian customers to providing personal data for the loyalty program needs. The article is based on the partial output of research focusing on customer loyalty to loyalty programs. The research was conducted in 2018 by a questionnaire survey with 267 respondents. Respondents interviewed were customers who live in the South Bohemian Region with an emphasis on the younger generation. The results presented in the article are based on the part of the questionnaire, where the respondents answered, which personal data are willing to provide for loyalty programs. Consequently, it is tested dependencies of overall evaluation in relation to provide of personal data in terms of identification variables: gender, age, education and the size of the respondent's place of residence. Two-choice statistical tests and the Kruskal-Wallis test are used to determine dependencies. The statistical program R. was used to perform these tests.