Using loyalty programs as tools of marketing

završni rad

• Autor: Hrvoje Raos
• Mentor: Goran Vlašić (mentor); MBZ: 265372
• Ustanova koja je dodijelila akademski / stručni stupanj: Sveučilište u Zagrebu; Ekonomski fakultet; (Katedra za marketing); Zagreb
• Datum i država obrane: 2021-09-30, Hrvatska
• Znanstveno / umjetničko područje, polje i grana: DRUŠTVENE ZNANOSTI; Ekonomija; Marketing

Sažetak

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.

• Ključne riječi: customer; loyalty; programs; marketing; sales; promotions
• Jezik: engleski
• URN:NBN: urn:nbn:hr:148:218873
• Studijski program: Naziv: Bachelor Degree in Business; Vrsta studija: sveučilišni; Stupanj studija: preddiplomski; Akademski / stručni naziv: sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije (univ.bacc.oec.)
• Vrsta resursa: Tekst
• Način izrade datoteke: Izvorno digitalna
• Prava pristupa: Otvoreni pristup
• Datum i vrijeme pohrane: 2021-09-30 14:45:48