Evolution of Loyalty Programs Offered to Customers and Investor

• Autorzy: Danuta Dziawgo
• Języki publikacji: EN

Abstrakty

EN

The subject of this study is loyalty programs. The aim of the article is to draw attention to loyalty in the current economy. The purpose of the article is to examine the evolution of loyalty pro- grams offered to consumers and investors. The study will cover the issue of building a loyal base of clients and investors. To achieve the aim of the study in the article, analysis of the literature, description, comparison, desk research and case study methods were applied. The study pre- sents the author's definition and classification of loyalty programs. The research has demonstrat- ed that there is social acceptance for activities undertaken in the field of loyalty programs. Such loyalty programs tighten financial and non-financial links with stakeholders. At the same time, programs offered to consumers are evolving towards creating an emotional loyalty that reso- nates with consumers. In turn, programs offered to investors are evolving towards generating financial benefits only on the capital market. However, that means resigning from creating an investor as a consumer through the loyalty program. At the same time, the loyalty program is open to every investor, regardless of the country of origin and type of investor. It can be ex- pected that in the next stage of evolution these will be aware of their rights and environmentally sensitive stakeholders' attitudes and preferences will have to be taken into account to an in- creasing extent by the company. (original abstract)

Słowa kluczowe

EN

Loyalty programs; Consumer; Financial investor

PL

Programy lojalnościowe; Konsument; Inwestor finansowy

• Czasopismo: e-Finanse
• Rocznik: 2023
• Tom: 19
• Numer: nr 1
• Strony: 34--47

Twórcy

autor

Danuta Dziawgo

• Nicolaus Copernicus University in Toruń, Poland

Bibliografia

• 2018 Global Consumer Executive Top of Mind Survey: No normal is the new normal, (2019). KPMG. Retrieved from https://assets.kpmg/content/dam/kpmg/xx/pdf/2018/06/no-normal-is-the-new-normal.pdf. (Accessed: 02.10.2022).
• Altinkemer, K. & Ozcelik, Y. (2009). Cash-back Rewards versus Equity-based Electronic Loyalty Programs in e-Commerce. Information Systems and eBusiness Management, 7(1), 39-55. doi: 10.1007/s10257-007-0062-0.
• Berry, J. (2015). The 2015 Colloquy Loyalty Census. Big Numbers, Big Hurdles. Cincinnati: Colloquy. Retrieved from https://www.petrosoftinc.com/wp-content/uploads/2018/03/2015-loyalty-census.pdf. (Accessed: 02.10.2022).
• Bolton, R.N., Kannan, P.K., & Bramlett, M.D. (2000). Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value. Journal of the Academy of Marketing Science, 28(1), 95-108.
• Buttle, F. (2009). Customer Relationship Management: Concepts and Technologies (2nd ed.). New York: Butterworth -Heinemann Elsevier.
• Charlton, G. (2012). 21 Ways Online Retailers Can Improve Customer Retention Rates. Retrieved from https:// econsultancy.com/blog/11051-21-ways-online-retailers-can-improve-customerretention-rates

Identyfikatory

DOI

10.2478/fiqf-2023-0004