“…These include, for example, satisfaction with goods, satisfaction with the operator, satisfaction with the sales environment or satisfaction with the whole business [15]. At present, an important factor is the use of IT resources to simplify the customization of loyalty programs [16][17][18]. The company can influence all the above mentioned factors, namely by purchasing marketing in the creation of a supply of goods, by ensuring affordable, quality goods in the required assortment, also by arranging on the sales area and the overall atmosphere in the shop [19], but above all by quality services based on staff, which is trained, willing and pleasant [20][21][22][23] and also by the company's overall approach to customers [24,25].…”