Customer's View to Provide Information for Loyalty Programs in the South Bohemia

DOI

10.2991/emt-19.2019.32How to use a DOI?

Keywords

loyalty program, customers, customer view, marketing

Abstract

The aim of the article is to determine the attitudes of South Bohemian customers to providing personal data for the loyalty program needs. The article is based on the partial output of research focusing on customer loyalty to loyalty programs. The research was conducted in 2018 by a questionnaire survey with 267 respondents. Respondents interviewed were customers who live in the South Bohemian Region with an emphasis on the younger generation. The results presented in the article are based on the part of the questionnaire, where the respondents answered, which personal data are willing to provide for loyalty programs. Consequently, it is tested dependencies of overall evaluation in relation to provide of personal data in terms of identification variables: gender, age, education and the size of the respondent's place of residence. Two-choice statistical tests and the Kruskal-Wallis test are used to determine dependencies. The statistical program R. was used to perform these tests.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Lenka Ližbetinová
AU  - Jaroslav Stuchlý
AU  - Tsolmon Jambal
PY  - 2019/05
DA  - 2019/05
TI  - Customer's View to Provide Information for Loyalty Programs in the South Bohemia
BT  - Proceedings of the International Conference on Economics, Management and Technology in Enterprises 2019 (EMT 2019)
PB  - Atlantis Press
SP  - 173
EP  - 177
SN  - 2352-5428
UR  - https://doi.org/10.2991/emt-19.2019.32
DO  - 10.2991/emt-19.2019.32
ID  - Ližbetinová2019/05
ER  -