Analysis of mobile loyalty systems and applications

Cilj magistrskega dela je bil celovit pregled področja mobilnih programov zvestobe tako z vidika uporabnikov kot trgovcev. Predstavili smo nove možnosti, ki jih prinašajo mobilne tehnologije, in identificirali dejavnike, ki vplivajo na uspešnost in pogostost uporabe mobilnih aplikacij zvestobe. Ugotovili smo, katere funkcionalnosti so najpogosteje prisotne v aplikacijah in katere so najbolj pomembne za uporabnike. Raziskali smo vpliv demografskih razlik ter motivacijo različnih generacij za vključenost v programe zvestobe. Opisali smo, kako trgovci zbirajo podatke o uporabnikih, na kakšen način jih uporabljajo za povečanje prodaje in poudarili pomen zasebnosti in varovanja osebnih podatkov. Odgovore na zastavljena raziskovalna vprašanja smo poiskali na osnovi pregleda literature in sinteze rezultatov sorodnih raziskav in strokovnih poročil. Pripravili in izvedli smo svojo anketo med slovenskimi potrošniki ter analizirali obstoječe mobilne rešitve za programe zvestobe vseh večjih trgovcev v Sloveniji.The goal of this thesis was to create a comprehensive overview of mobile loyalty systems. We introduced new possibilities brought forth by mobile technologies and identified factors that influence the success and prevalence of mobile loyalty systems. We present which functionalities are the most common in the applications and which are the most important for users. We describe how demographic differences affect mobile loyalty systems and why different generations are motivated to enroll in loyalty programs. We explore how merchants collect user data and how they use it to increase revenue, and introduce concerns regarding privacy and protection of personal data. We provided the answers to the research questions based on literature reviews and the synthesis of results from related research papers. Using the comparative method, we then analyzed mobile applications of a few of the biggest merchants in Slovenia and carried out a survey on the topic of mobile loyalty systems