Customer’s View and Experience with Loyalty Programs in the South Bohemia

Abstract

The aim of the article is to determine the attitudes of South Bohemian customers to the loyalty programs. The article is based on the partial output of research focusing on customer loyalty to loyalty programs. The research was conducted in 2018 by a questionnaire survey with 267 respondents. Respondents interviewed were customers who live in the South Bohemian Region. The results presented in the article are based on the part of the questionnaire, where the respondents answered how much they agree with the fourteen claims concerning loyalty programs. Attention is also focused on looking for dependencies of overall evaluation in relation to loyalty programs in terms of identification variables: gender, age, education and the size of the respondent's place of residence. Two-choice statistical tests and the Kruskal-Wallis test are used to determine dependencies. The statistical program R. was used to perform these tests.

Keywords

• loyalty program
• customers
• customer view
• marketing