Institute of Technology and Business in České Budejovice
Okružní 517/10,
370 01 České Budějovice
Czech Republic
Ing. Zuzana Dzilská
Faculty of Business Management / University of Economics in Bratislava
Dolnozemská cesta 1
852 35 Bratislava
Slovakia
zuzana.dzilska@euba.sk
doc. PhDr. František Pollák, PhD.
Faculty of Business Management / University of Economics in Bratislava
Dolnozemská cesta 1
852 35 Bratislava
Slovakia
frantisek.pollak@euba.sk
THE IMPORTANCE OF LOYALTY PROGRAMS IN CRM
Abstract. The paper deals with the topic of the research and comparison of loyalty programs in the companies Tesco Stores ČR a.s. and Lidl Česká republika v.o.s. The purpose aims to investigate loyalty programs within the framework of customer relationship management and to compare different approaches of good practices with summarization of findings. The scientific methods used were analysis of internal documents, analysis of the internal environment of the selected companies, observation met-hod, questionnaire survey, data analysis and classification, comparison method, deduction method and best practice method. The results of the study served to identify which loyalty program is more preferred and what are the reasons for preference. The limitations of the research include the research sample which elaborated the data for two enterprises namely Tesco Stores ČR a.s and Lidl Česká republika v.o.s. Future research may focus on the popularity of loyalty programs among wider range of store chains.
Key words : loyalty program, repetitive purchase, customer.
JEL classification: M31,M21