Loyalty Programmes of Selective Grocery Retailers in the Czech Republic

Abstract

This paper deals with long term loyalty programmes of selective grocery retailers who operate in the market within the Czech Republic. Only those loyalty programmes designed for the end customers are taken into account, so this study is concerned with the B2C area. A long term loyalty programmes last at least for one year, i.e. twelve months (this time determination is valid for purposes of this paper). The main aim of this paper is to identify the single elements and principles occurring in long term loyalty programmes and then to develop an illustrative model. The presented output is a model of long term loyalty programmes that captures the three following phases: the establishment, development (or building) and termination of the relationship. In addition, from the empirical research, an interesting fact has emerged: two of the analysed long term loyalty programmes were launched at a similar time. This could be explained through the tendency for companies to copy the successful activities insigated by their competitors. Furthermore, the next remarkable phenomenon is that one grocery chain runs two long term loyalty programmes at the same time and the target groups of these programmes overlap. A possible explanation could be that the chain is making eff orts to interest as many as possible of its diff erent customers.

Customer Perception and Attitude of Loyalty Programs in Croatia

“…Trust in a retailer contributes to maintaining long-term relationships with the retailer, more than immaterial benefits (special treatment and a developed relationship with the staff). 30 The attitude and emotions a customer will develop are a consequence of the service provided, i.e. the customer treatment which "includes things like serviceability and courtesy of the staff and the way customer dissatisfaction is being handled" 31 .…”

Influence of special treatment benefits on Generation Y students’ attitude towards retail point-based loyalty programmes

“…Loyalty programmes provide retailers with knowledge on which individuals comprise the largest percentage of consumers as well as purchasing patterns, which can then be information used throughout the entire consumer base (Wood, 2005). Retailers attempt to affect a consumer's behaviour by utilising loyalty programmes as retailers want consumers to be loyal to the retailer (Solarová, 2015). The advantages of loyalty programmes include increased sales, improved consumer loyalty, increase in positive behavioural intentions, preservation of market share, differential advantages, consumer perception of increased value, greater consumer participation, improved communication between the consumer and the retailer and lastly a decrease in switching (Corbishley, 2017).…”