Using loyalty programs as tools of marketing

The aim of this paper is to describe the usage of loyalty programs as marketing tools, being an ever-present instrument of customer relationship management. Modern businesses are getting more complex and managers struggle to implement innovations to attain and preserve customers on the product market field. However, obtaining new customers becomes costlier every day, loyalty programs are shown as a great solution to hold and reward present customers and build relationships with them. Outstanding amongst other approaches to keep clients returning for more is by setting up a viable loyalty or rewards program. Loyal customers are worth aspiring to. They spread positive experiences, reduce withdrawal rates and amplify the purchase frequency. But how to reach that loyalty? In this paper, we investigate if loyalty cards issued by businesses have any influence on customer loyalty