The Influence of Loyalty Programmes on Loyal Consumer Behaviour
Uticaj programa lojalnosti na lojalno ponašanje potrošača
Abstract
A dynamic business environment and intense competition require companies to create numerous incentives for consumers to keep them loyal. Various incentives are available to marketing managers. Their combination depends on the company‘s goals on the one hand and consumer characteristics on the other. Loyalty programs have traditionally been based on financial incentives aimed at the average consumer. The means on which modern loyalty programs are based are more diverse and complex, and are often based on information technology. They are focused on personalization, that is, the creation of incentives for the individual consumer and the dominant provision of hedonic and symbolic values. The goal of such programs is consumer loyalty to the company/brand, not to the program itself. Starting from the differences between traditional and modern consumer loyalty programs, the author‘s intention in the paper is to investigate the impact of both programs on consumer loyalty. The impact of traditional programs on consumer loyalty was investigated through financial benefits, flexibility and program reliability, and the impact of modern loyalty programs through personalization, social benefits and gamification. Additionally, the paper analyzed the moderating role of gender and age as consumer demographic characteristics on the degree of loyalty to the program itself and loyalty to the company/brand. Identified relationships between the investigated variables enabled a comparison with the results of existing research and the formulation of recommendations necessary for managing consumer loyalty.
Apstrakt
Dinamično poslovno okruženje i intenzivna konkurencija zahtevaju od preduzeća stvaranje brojnih podsticaja za potrošače kako bi oni bili lojalni. Marketing menadžerima su na raspolaganju raznovsni podsticaji. Njihovo kombinovanje zavisi od ciljeva preduzeća, sa jedne strane i karakteristika potrošača, sa druge strane. Programi lojalnosti su tradicionalno posmatrano bili zasnovani na finansijskim podsticajima koji su usmereni na prosečnog potrošača. Sredstva na kojima se zasnivaju savremeni programi lojalnosti su raznovrsnija i složenija, a često su zasnovana na informacionoj tehnologiji. Fokusurani su na personalizaciji, odnosno kreiranju podsticaja za pojedinačnog potrošača i dominantnom obezbeđivanju hedonističkih i simboličkih vrednosti. Cilj takvih programa je lojalnost potrošača preduzeću/brendu, a ne samom programu. Polazeći od razlika između tradicionalnih i savremenih programa lojalnosti potrošača, namera autora u radu je da istraže uticaj i jednih i drugih programa na lojalnost potrošača. Uticaj tradicionalnih programa na lojalnost potrošača je istraživan preko finansijskih koristi, fleksibilnosti i pouzdanosti programa, a uticaj savremenih programa lojalnosti preko personalizacije, društvenih koristi i nuđenju nagradnih igara. Dodatno, u radu je analizirana moderatorska uloga pola i godina starosti kao demografskih karakteristika potrošača na stepen lojalnosti samom programu i lojalnosti preduzeću/brendu. Identifikovane relacije između ispitivanih varijabli omogućile su komparaciju sa rezultatima postojećih istraživanja i formulisanje preporuka neophodnih za upravljanje lojalnošću potrošača.
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