We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
METODIKA HODNOTENIA VÝKONNOSTI VERNOSTNÝCH PROGRAMOV.
- Authors
GUBÍNIOVÁ, KATARÍNA
- Abstract
The aim of this paper is to analyze the implementation of such marketing activity, at which the dimension of performance monitoring is absent in the theoretical area and in practice, while the activity has been implemented, organizations are confronted with inefficiency of spending (especially, but not exclusively) funds. Functioning of loyalty programs (loyal clubs, loyalty programs) as institutionalized systems whose aim is through motivation and care to increase the volume of consumption by customers is currently a frequent activity within the operational customer relationship management. Despite the fact that loyalty programs have gradually become a key component of the concept of Customer Relationship Management (CRM), their financial performance rarely corresponds with the expectations of the organization. Therefore, this clearly indicates the need to review the performance of this important marketing tool, respectively the need to monitor the effective use of (mainly, but not exclusively) funds.
- Subjects
CUSTOMER loyalty programs; PERFORMANCE evaluation; CUSTOMER relationship management; FINANCIAL performance; CUSTOMER loyalty
- Publication
Marketing Science & Inspirations, 2014, Vol 9, Issue 3, p15
- ISSN
1338-7944
- Publication type
Article