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Proceedings of the 36th International Academic Conference, London
Loyalty programs (sometimes referred to as loyalty systems) are part of marketing communication, respectively one of the classic tools of sales promotion. Through this tool marketing can effect on customers in order to stimulate their loyalty. The basic principle of loyalty program is to motivate customers to more frequent purchases or multiple purchases whether of goods or services. The essence of this tool is to reward consumers for their behavior. The primary purpose of loyalty programs isdoi:10.20472/iac.2018.036.006 fatcat:gwq3jpid7fec3plvyi7faa6wly