Analýza vlivu věrnostních programů na spotřebitelské chování

Abstract

This bachelor’s thesis focuses on the influence of loyalty programs on consumer behaviour. The aim of the thesis is to analyse how consumers use loyalty programs, how they perceive them, and how these programs influence their purchase decision-making and customer loyalty. The topic is particularly relevant in the context of increasing market competition, where loyalty programs have become an important tool of marketing communication and long-term customer relationship building. The theoretical part of the thesis focuses on the characteristics of consumer behaviour, the purchase decision-making process, and the role of marketing tools, particularly loyalty programs. The practical part is based on primary data collected through a questionnaire survey, in which a total of 268 respondents participated. The research was focused on the use of loyalty programs, preferences for their forms and types, perceived benefits, motivations, and barriers to their use. The results showed that loyalty programs are widely used among consumers and have a significant impact on their purchasing behaviour, particularly in terms of more frequent purchases and higher spending. Financial benefits, especially discounts and rewards, were identified as the main motivating factors. On the other hand, the most significant barriers include the complexity of programs and the low transparency of offered benefits. The findings further confirm that well-designed loyalty programs can contribute to strengthening customer loyalty and influence brand choice in the purchasing process.