Customer Satisfaction with the Loyalty Programs in Retail

Abstract

SAŽETAK:Programi vjernosti često su dio opsežne strategije odnosa s kupcima i predstavljaju dobar način za identifikaciju kupaca, koji donose veću vrijednost od drugih, kao i zadržavanje istih. Osnovni cilj rada je prikazati utjecaj programa vjernosti u maloprodaji na zadovoljstvo potrošača. Provedbom anketnog istraživanja provjeravalo se na koji način potrošači iskazuju zadovoljstvo programima vjernosti u maloprodaji. Temeljem dobivenih rezultata (N =53) utvrđeno je da program vjernosti nije presudan čimbenik, dok su drugi čimbenici kao što su asortiman proizvoda, cijena, lokacija prodavaonice i odnos prema kupcu -članu programa vjernosti pokazali se kao najrelevantniji za zadovoljstvo potrošača. KLJUČNE RIJEČI: zadovoljstvo, potrošači, programi vjernosti 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, locationof the store and customers relationship proved to be the more relevant for consumer satisfaction.

Attributes of loyalty card programme membership and their influence on customers’ behavioural and attitudinal loyalty: a case of fashion retailing in the Sri Lankan context

“…Loyalty card programmes can be defined as an integrated system of marketing actions that are aimed at making customers more loyal by developing a personalized relationship with them (Sharp & Sharp, 1997). Further, it can be defined as a marketing strategy that is based on incentives that are provided to ensure customer loyalty in retail (Kraljević et al, 2017). And also it can be considered as a value sharing instrument that can increase the consumer perception of what the firm offers (Bolton et al, 2000;Yi & Jeon, 2003).…”

“…It enables the retailer to tackle the customer habits and purchase history, each time the customer is presented with the card. In return, the customer will benefit from shopping (Kraljević et al, 2017). Uncles (1994) states that the underlying aim of a loyalty programme is to build lasting relationships with customers by rewarding loyal and heavy or frequent buyers.…”

“…The findings of Bellizzi & Bristol (2004) also indicate that loyalty cards are not associated with loyalty as frequent users of loyalty cards are more likely to shop at different stores using several loyalty cards. According to Kraljević et. al (2017), most of the respondents are members of one or more loyalty programmes which means that respondents still consider membership in loyalty programmes as something positive and useful.…”

Influence of special treatment benefits on Generation Y students’ attitude towards retail point-based loyalty programmes

“…Satisfied consumers are more likely to participate and benefit from a loyalty programme (Reinert & Murray, 2017). The association between loyalty and consumer satisfaction is a significant relationship in marketing theory and practice because important outcomes are achieved with reference to marketing and finance (Kraljević et al, 2017). Consumer satisfaction is referred to as the consumer`s attitude in purchasing the business's products or services, in accordance with the gap formed between opinions and expectations (Jokinen, 2014).…”