Loyalty Programmes of Selective Grocery Retailers in the Czech Republic
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 las...
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| Format: | Article |
| Language: | English |
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Mendel University Press
2015-01-01
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| Series: | Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis |
| Subjects: | |
| Online Access: | https://acta.mendelu.cz/63/2/0617/ |
| _version_ | 1818540917616803840 |
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| author | Petra Solarová |
| author_facet | Petra Solarová |
| author_sort | Petra Solarová |
| collection | DOAJ |
| description | 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 efforts to interest as many as possible of its different customers. |
| first_indexed | 2024-12-11T22:01:42Z |
| format | Article |
| id | doaj.art-610f002b879e4b009e2778edac100a6c |
| institution | Directory Open Access Journal |
| issn | 1211-8516 2464-8310 |
| language | English |
| last_indexed | 2024-12-11T22:01:42Z |
| publishDate | 2015-01-01 |
| publisher | Mendel University Press |
| record_format | Article |
| series | Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis |
| spelling | doaj.art-610f002b879e4b009e2778edac100a6c2022-12-22T00:49:05ZengMendel University PressActa Universitatis Agriculturae et Silviculturae Mendelianae Brunensis1211-85162464-83102015-01-0163261762510.11118/actaun201563020617Loyalty Programmes of Selective Grocery Retailers in the Czech RepublicPetra Solarová0Department of Trade and Tourism, Faculty of Economics, University of South Bohemia in České Budějovice, Studentská 13, 370 05 České Budějovice, Czech RepublicThis 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 efforts to interest as many as possible of its different customers.https://acta.mendelu.cz/63/2/0617/customer relationship managementCRMloyalty programmesloyalty schemesgrocery retailingCzech Republic |
| spellingShingle | Petra Solarová Loyalty Programmes of Selective Grocery Retailers in the Czech Republic Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis customer relationship management CRM loyalty programmes loyalty schemes grocery retailing Czech Republic |
| title | Loyalty Programmes of Selective Grocery Retailers in the Czech Republic |
| title_full | Loyalty Programmes of Selective Grocery Retailers in the Czech Republic |
| title_fullStr | Loyalty Programmes of Selective Grocery Retailers in the Czech Republic |
| title_full_unstemmed | Loyalty Programmes of Selective Grocery Retailers in the Czech Republic |
| title_short | Loyalty Programmes of Selective Grocery Retailers in the Czech Republic |
| title_sort | loyalty programmes of selective grocery retailers in the czech republic |
| topic | customer relationship management CRM loyalty programmes loyalty schemes grocery retailing Czech Republic |
| url | https://acta.mendelu.cz/63/2/0617/ |
| work_keys_str_mv | AT petrasolarova loyaltyprogrammesofselectivegroceryretailersintheczechrepublic |