Evolution of loyalty programs offered to customers and investors
The subject of this study is loyalty programs. The aim of the article is to draw attention to loyalty in the current economy. The purpose of the article is to examine the evolution of loyalty programs offered to consumers and investors. The study will cover the issue of building a loyal base of clie...
| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2023-03-01
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| Series: | Financial Internet Quarterly |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/fiqf-2023-0004 |
| _version_ | 1797848526520057856 |
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| author | Dziawgo Danuta |
| author_facet | Dziawgo Danuta |
| author_sort | Dziawgo Danuta |
| collection | DOAJ |
| description | The subject of this study is loyalty programs. The aim of the article is to draw attention to loyalty in the current economy. The purpose of the article is to examine the evolution of loyalty programs offered to consumers and investors. The study will cover the issue of building a loyal base of clients and investors. To achieve the aim of the study in the article, analysis of the literature, description, comparison, desk research and case study methods were applied. The study presents the author's definition and classification of loyalty programs. The research has demonstrated that there is social acceptance for activities undertaken in the field of loyalty programs. Such loyalty programs tighten financial and non-financial links with stakeholders. At the same time, programs offered to consumers are evolving towards creating an emotional loyalty that resonates with consumers. In turn, programs offered to investors are evolving towards generating financial benefits only on the capital market. However, that means resigning from creating an investor as a consumer through the loyalty program. At the same time, the loyalty program is open to every investor, regardless of the country of origin and type of investor. It can be expected that in the next stage of evolution these will be aware of their rights and environmentally sensitive stakeholders’ attitudes and preferences will have to be taken into account to an increasing extent by the company |
| first_indexed | 2024-04-09T18:29:00Z |
| format | Article |
| id | doaj.art-b6d9dba1d992424f86542584a50acddf |
| institution | Directory Open Access Journal |
| issn | 2719-3454 |
| language | English |
| last_indexed | 2024-04-09T18:29:00Z |
| publishDate | 2023-03-01 |
| publisher | Sciendo |
| record_format | Article |
| series | Financial Internet Quarterly |
| spelling | doaj.art-b6d9dba1d992424f86542584a50acddf2023-04-11T17:42:39ZengSciendoFinancial Internet Quarterly2719-34542023-03-01191354710.2478/fiqf-2023-0004Evolution of loyalty programs offered to customers and investorsDziawgo Danuta01Faculty of Economic Sciences and Management, Nicolaus Copernicus University, PolandThe subject of this study is loyalty programs. The aim of the article is to draw attention to loyalty in the current economy. The purpose of the article is to examine the evolution of loyalty programs offered to consumers and investors. The study will cover the issue of building a loyal base of clients and investors. To achieve the aim of the study in the article, analysis of the literature, description, comparison, desk research and case study methods were applied. The study presents the author's definition and classification of loyalty programs. The research has demonstrated that there is social acceptance for activities undertaken in the field of loyalty programs. Such loyalty programs tighten financial and non-financial links with stakeholders. At the same time, programs offered to consumers are evolving towards creating an emotional loyalty that resonates with consumers. In turn, programs offered to investors are evolving towards generating financial benefits only on the capital market. However, that means resigning from creating an investor as a consumer through the loyalty program. At the same time, the loyalty program is open to every investor, regardless of the country of origin and type of investor. It can be expected that in the next stage of evolution these will be aware of their rights and environmentally sensitive stakeholders’ attitudes and preferences will have to be taken into account to an increasing extent by the companyhttps://doi.org/10.2478/fiqf-2023-0004loyalty programconsumersfinancial investorsd11d21e21e22g41q01 |
| spellingShingle | Dziawgo Danuta Evolution of loyalty programs offered to customers and investors Financial Internet Quarterly loyalty program consumers financial investors d11 d21 e21 e22 g41 q01 |
| title | Evolution of loyalty programs offered to customers and investors |
| title_full | Evolution of loyalty programs offered to customers and investors |
| title_fullStr | Evolution of loyalty programs offered to customers and investors |
| title_full_unstemmed | Evolution of loyalty programs offered to customers and investors |
| title_short | Evolution of loyalty programs offered to customers and investors |
| title_sort | evolution of loyalty programs offered to customers and investors |
| topic | loyalty program consumers financial investors d11 d21 e21 e22 g41 q01 |
| url | https://doi.org/10.2478/fiqf-2023-0004 |
| work_keys_str_mv | AT dziawgodanuta evolutionofloyaltyprogramsofferedtocustomersandinvestors |