Using loyalty programs as tools of marketing

undergraduate thesis

• Author: Hrvoje Raos
• Mentor: Goran Vlašić (mentor); MBZ: 265372
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

The aim of this paper is to describe the usage of loyalty programs as marketing tools, being an ever-present instrument of customer relationship management. Modern businesses are getting more complex and managers struggle to implement innovations to attain and preserve customers on the product market field. However, obtaining new customers becomes costlier every day, loyalty programs are shown as a great solution to hold and reward present customers and build relationships with them. Outstanding amongst other approaches to keep clients returning for more is by setting up a viable loyalty or rewards program. Loyal customers are worth aspiring to. They spread positive experiences, reduce withdrawal rates and amplify the purchase frequency. But how to reach that loyalty? In this paper, we investigate if loyalty cards issued by businesses have any influence on customer loyalty.

• Keywords: customer; loyalty; programs; marketing; sales; promotions
• Language: english
• URN:NBN: urn:nbn:hr:148:218873
• Study programme: Title: Business Economics in English; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije (sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-09-30 14:45:48