Loyalty programs have become one of the key tools for companies to retain existing customers, attract attention and new customers, increase brand loyalty, and encourage repeat purchases. This study examines the impact of three characteristics of loyalty program cards (satisfaction with the loyalty card, its uniqueness, and user`s engagement in loyalty programme) on behavioural and emotional loyalty to the retail store. To explain the role and importance of various characteristics of loyalty cards in building loyalty to retail stores, I justified loyalty programs in the theoretical part and devoted myself to explaining the role of loyalty programs in building consumer loyalty. I drew attention to their effects on consumer loyalty to retailers and conducted a literature review on the characteristics of loyalty cards that can affect consumer loyalty. I concluded the theoretical part by deriving key hypotheses. In empirical part, I verified the set hypotheses with my quantitative research. The results of the research showed that all three studied characteristics of loyalty cards play a relevant role in increasing loyalty to the retailer. I found that the uniqueness of the loyalty card has the strongest influence on the loyalty of the respondents to the retailer, while satisfaction with the card also increases loyalty to the retailer. Although respondents' involvement in loyalty card activities does not have a direct positive effect on customer`s loyalty to the retail store, it increases satisfaction with the loyalty card, which further affects loyalty to the retailer. Satisfaction with the card will also be greater when consumers recognize the loyalty card as more unique than other cards on the market.
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