Acta Univ. Agric. Silvic. Mendelianae Brun. 2012, 60(2), 211-216 | DOI: 10.11118/actaun201260020211

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.

Keywords: consumer, consumer behavior, loyalty program, motivation

Received: November 30, 2011; Published: October 3, 2013  Show citation

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Mrkosová, K., Dufek, O., & Majer, L. (2012). Motivation and consumer behaviour in the context of loyalty programs. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 60(2), 211-216. doi: 10.11118/actaun201260020211
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    References

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