Acta Univ. Agric. Silvic. Mendelianae Brun. 2012, 60, 211-216
Published online 2013-10-03

Motivation and consumer behaviour in the context of loyalty programs

Klára Mrkosová, Ondřej Dufek, Luděk Majer

Ústav marketingu a obchodu, Mendelova univerzita v Brně, Zemědělská 1, 613 00 Brno, Česká republika

The paper introduces the partial results of the marketing research on loyalty programs. The aim was to identify the reasons that lead consumers to participate in loyalty programs and the benefits that are the main motivators for participation in the loyalty program. Respondents had the opportunity to create a loyalty program as they wish. The aim of this paper was also to prove the popularity of loyalty programs based on the principles of the deferred compensation.


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