The role of loyalty programs in maintaining customer retention

Issayeva Shugyla (2025) The role of loyalty programs in maintaining customer retention. ['eprint_fieldopt_faculty_mük' not defined].

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Absztrakt (kivonat)

In the modern, fast-paced world of developing and expanding markets, customer attention and loyalty are easily one of the most valuable assets companies seek. Building strong relationships between a customer and a business ends up being very benefiting for the latter. Companies utilize various methods to build these long-term relationships, with loyalty programs being one of the most prominent strategies across industries. Now that loyalty programs have been established for decades, they have evolved into powerful marketing tools designed to create a loyal customer base and stimulate sales.These programs encourage repeat purchases by rewarding the consumer, thereby fostering closer client relationships and enhancing brand perception.This study aims to reveal how different types of loyalty systems such as points, cashback, tiered levels and VIP in drugstore retails like DM and Rossmann features influence customers’ loyalty and attachment towards a brand, their shopping habits and behavioral intentions. The concepts that would describe those aspects the best were found to be named as customer retention, long-term relationships and emotional attachment.

Intézmény

Budapesti Gazdasági Egyetem

Kar

['eprint_fieldopt_faculty_mük' not defined]

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	brand loyalty, customer loyalty, customer retention, loyalty programs, marketing
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Júl. 09. 11:45
Utolsó módosítás:	2026. Júl. 09. 11:45

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