SKÚMANIE PERCEPCIE ZÁKAZNÍCKYCH KARIET

Abstract

The article deals with problems connected with the impact of customer´s card on customer´s behaviour during shopping. Loyalty programs provide scope for a competitive advantage for the business. Global surveys show that nearly 75% participants of the global loyalty program agrees that loyalty programs increase the likelihood of re-purchasing within the same company. And 67% respondents shop more often and spend more money in companies that provide some form of loyalty program. The Article refers to the partial results of marketing research of basic requirements of customer’s loyalty program and shopping preferences and aspect for innovation of loyalty program in the condition of national postal operator.