Znaczenie nagradzania w programach lojalnościowych
The importance of rewards in loyalty programs

Summary/Abstract: The paper considers the issues of reward and motivation in loyalty programs. In the first part the author has presented a theoretical approach to the issue. The important elements included in the reward system are pointed out. Subsequently the results of research conducted on the market of loyalty programs are presented. The case study of rewarding in some loyalty programs is also presented.

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