Programy lojalnościowe jako narzędzie marketingowego oddziaływania na klientów
Loyalty Programmes as a Tool of Marketing Impact on Customers

Summary/Abstract: The essential objective of considerations is to identify and assess behaviours of participants of the loyalty programmes offered by various market entities. The source material for the analysis and conclusion drawing was the primary information obtained in questionnaire-based surveys (PAPI) carried out on the sample of 317 respondents in the area of South Poland. The highest index of respondents’ participation in the loyalty programmes is specific for chains of hyper- and supermarkets and petrol stations. The basic motive to take part by the individuals surveyed in the programme was an opportunity to gain definite financial benefits and rewards in kind. Most respondents use the offered by the loyalty programme ‘privileges’; however, there are also such persons whose participation is merely of the passive character. Research findings provide an opportunity to learn definite behaviours of the loyalty programmes’ participants, owing to which they may be used by the entities implementing those programmes. The article is of the research nature.

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