Preliminary communication

CUSTOMER SATISFACTION WITH THE LOYALTY PROGRAMS IN RETAIL

Radojka Kraljević ; Libertas međunarodno sveučilište, Zagreb, Hrvatska
Zrinka Filipović ; Libertas međunarodno sveučilište, Zagreb, Hrvatska
Milanka Zuber ; Libertas međunarodno sveučilište, Zagreb, Hrvatska

Abstract

The loyalty programs are often part of a comprehensive strategy for customer relationship and provide a good way to identify and maintain customers with greater value than others. The main objective of this paper is to show the role of loyalty programs affecting customer satisfaction in retail. The purpose of the empirical research was to discover the effects of loyalty programs on customer satisfaction. Research has shown (N= 53) that the loyalty program is not the determinating factor. All other examined factors such as product range, price, the location of the store and customers relationship proved to be the more relevant to consumer satisfaction.

Keywords

satisfaction; consumers; loyalty programs

Hrčak ID:

189488

URI

https://hrcak.srce.hr/189488

Publication date:

16.10.2017.

Article data in other languages: croatian

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