Central European Business Review 2015, 4(3):5-12 | DOI: 10.18267/j.cebr.128

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

Radek Tahal
Mgr. Radek Tahal, Ph.D., Assistant Professor, Department of Marketing, Faculty of Business Administration, University of Economics, Prague, W. Churchill Sq. 4, 13067 Prague, Czech Republic, radek.tahal@vse.cz

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.

Keywords: Loyalty; loyalty scheme; personal data; market research; consumer
JEL classification: M31

Received: June 7, 2015; Revised: September 1, 2015; Published: September 30, 2015  Show citation

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Tahal, R. (2015). Comparison of Customer Attitudes towards Loyalty Programs in Prague and in London. Central European Business Review, 4(3), 5-12. doi: 10.18267/j.cebr.128
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