IMPLICATION OF LOYALTY PROGRAMS ON CUSTOMER RETENTION

Lojalnost kupaca je postala uobičajena tema mnogih stručnjaka, ali i predmet mnogih istraţivanja. Svi maloprodavači ţele lojalne kupce koji neće prijeći konkurenciji čim ponude popuste i akcije, zato i ulaţu velike napore da bi takve kupce zadrţali. Kreirajući programe lojalnosti, kao marketinški alat pridobivanja i zadrţavanja lojalnih kupaca, maloprodavači nastoje komunicirati sa svojim kupcima, pratiti njihove kupovne navike, potaknuti ih da troše više, kupuju češće, a za uzvrat, bit će nagraĎeni kroz popuste i različite pogodnosti pojedinih maloprodavača. U ovome radu najprije će se obrazloţiti pojmam lojalnosti, objasnit će se pojam ciljnog trţišta, kupovnih navika, zadovoljstva i zadrţavanja kupaca te fenomen iskustva kupaca, kao nasljednika pojma zadovoljstva. Obrazloţit će se pojam programa lojalnosti, a u nastavku detaljnije obraditi povezanost lojalnosti i zadrţavanja kupaca. Za kraj će se obraditi provedena anketa te komentirati zaključci do kojih se došlo provedenom anketom.Customer loyalty has become both, a usual theme of many experts and also the subject of plenty researches. All retailers want loyal customers who will not reach for competition as soon as competitors offer discounts and special actions so therefore they make great efforts to keep their customers. Creating loyalty programs, as a marketing tool for engaging and retaining loyal customers, retailers are trying to communicate with their customers, track their buying habits, encourage them to spend more, buy more often, and in return, they will be awarded through various discounts and incentives. In this case study, first it will be explained the term of loyalty than the concept of the target market, buying habits, customers satisfaction, customer retention and customer experience phenomenon, as the follow-up of the customer satisfaction. Also it will be explained term of loyalty programs, and in more detail below will be discussed about relationship between customer loyalty and customers retention. In the end the poll will be explained and comment will be given on the findings obtained during the survey