(Žilinská univerzita v Žiline, 2018) Madleňáková, Lucia; Maliková, Monika
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.
