Zmiany postaw klientów wobec programów lojalnościowych
Changes in customers attitudes towards loyalty programs

Summary/Abstract: Comparing to global statistics, there are almost 2 billion participants of loyalty programs which are by every second company. Thus we can assume that loyalty programs are now in maturity stage. In the article we attempt to verify changes in customer attitudes towards loyalty program. It is based on Polish data. We than present a research proposal which aims to verify the perception of loyalty programs.

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