The purpose of this master's thesis was to better understand the relationship of an individual to loyalty programs through the lens of an age group segment and the presence of children, if the individuals have them. To connect the already existing theory on this topic and to support or expand the findings of other authors with insights into the attitude of customers in the Slovenian area towards loyalty programs and such schemes. Although some individual studies in the literature showed a tendency for significant differences in the attitude of individuals towards loyalty programs according to the age groups in which they are located, this could not be confirmed in the present research. It is true that differences have been observed in certain groups, but in general, significant differences in the attitudes of individuals towards loyalty programs have not been confirmed. On the one hand, surprising, and on the other hand, understandable – since the key features of loyalty programs – savings, exploration, entertainment, visibility, and companionship – are equally important or irrelevant to almost all age groups. In the future, it is advisable for other researchers to perhaps focus on an individual's gender (or other parameter) in addition to age groups. In this case, however, key differences between the individual groups are likely, but everything still needs to be verified.
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