Abstract:

Loyalty programs play an important role in creating loyal customer for companies. Businesses implement loyalty programs to collect information on loyal customers, preserve them and to make more frequent sales. Store loyalty cards are one of the most important tools in collecting data about customers. Store loyalty cards offer variety of information about customer’s lifestyle and spending habits such as when they bought the product and which and how many product they bought. In this study the effect of store loyalty cards on customer loyalty is analyzed to measure. In addition, the effect of information related to different demographic characteristics and use of the card in determining the level of differences on customer loyalty will be studied. The study is made in the city center of Kastamonu province in supermarkets and gas stations for customers that hold business cards, information is collected by the help of the survey. The factors affecting mostly on customer loyalty of store cards are analyzed statistically and implications discussed.

Keywords: