Comparison of Customer Attitudes towards Loyalty Programs in Prague and in London

摘要

Loyalty programs rank among the most important marketing tools used for motivating customers in repeated purchases. The history is more than a hundred years old and there are many interesting points in the development. At present, programs can be built on the basis of various algorithms. In any case, it is necessary to develop such programs that are positively accepted by customers, viewed as useful, creating emotional ties to a retailer or to a brand. This study is based on primary data collected in the Czech Republic and in Great Britain, and it aims at two research targets. The first is to compare customers′ preferences in choosing loyalty programs in the two countries, to find similarities and differences. The second target is to make a comparison of customers′ willingness in disclosing their personal data for a retailer when signing up for a loyalty program.