Oddziaływanie na zachowania nabywców poprzez program lojalnościowy w zintegrowanej przestrzeni europejskiej
Influencing Purchasers’ Behaviours through the Loyalty Programme in the Integrated European Space

Summary/Abstract: An aim of considerations is to bring closer the loyalty programme in influencing purchasers’ behaviours in the European space from the perspective of the decade of experience. The considerations will be carried out around the thesis: under the conditions of ever growing competition, an important managerial tool, effectively influencing purchasers’ behaviours in the EU, is the loyalty programme which evolves adequately to the development of information technology and to the changes in stakeholders’ expectations. The conducted case study of the BP concern showed that the loyalty programme is an important managerial tool of the entrepreneur in the process of building relationships with stakeholders and it plays an important social role, inter alia, contributing to a long-run cooperation with the offerer, involving the customer in marketing activities and generating value for the participants.

• Details
• Contents