Naslov
AN INSIGHT INTO LOYALTY PROGRAMS IN CROATIA

Autori
Bačelić Grgić, Ivona ; Škrobot Petra

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
TRADE PERSPECTIVES 2016: Safety, security, privacy and loyalty / Knego, Nikola ; Renko, Sanda ; Knežević, Blaženka - Zagreb : Ekonomski fakultet Sveučilišta u Zagrebu ; Hrvatska gospodarska komora (HGK), 2016, (197)-(205)

ISBN
978-953-346-033-8

Skup
TRADE PERSPECTIVES 2016: Safety, security, privacy and loyalty

Mjesto i datum
Zagreb, Hrvatska, 23.11.2016. - 24.11.2016

Vrsta sudjelovanja
Ostalo

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
consumers, retail, retailers, loyalty, loyalty programs, Croatia

Sažetak
The economic crisis which began in 2008, led to the change of the habits in consumer behaviour. There are also some other important issues which had an influence on changing consumer behaviour such as increased competition between retailers, increased competition between producers, higher diversity of products and products brands. Consumers are increasingly looking for so-called “value for money”. Contemporary retailers have to deal with the fact that today´s consumers are not strongly loyal to them, to their private labels or specific product brands. They are trying to deal with this fact by applying different types of loyalty programs in their businesses. In order to previously mentioned, this paper first of all will give a theoretical framework of loyalty and loyalty programmes in retail. Further, paper will analyse the consumers behaviour by focusing on loyalty and loyalty programmes applied by the most successful Croatian retailers. Top 10 loyalty programs in Croatia will be outlined and some indicators will be shown.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA