| Popis: |
In a highly competitive digital business environment, the management of customer loyalty becomes particularly important, as new customers can only be won at considerable expense and in manageable numbers. It is essential to strengthen customer loyalty to the company in order to ward off competitive marketing campaigns in the best possible way. Thus, the aim of this research is to analyze and compare the concept of bonus programs in the retail industries of Austria, Germany and Switzerland. The starting point of the loyal customer as the basis of a successful customer value management, in the context of maximizing enterprise value, is the necessity of customer loyalty and emotional bonding. The research is supplemented by the development of purchase decision processes. Besides, the implementation in companies is quantitatively surveyed and compared with the theoretical concepts. |
