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Bonus Programs for CRM in Retail Business

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Advances in Intelligent Networking and Collaborative Systems (INCoS 2019)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 1035))

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Abstract

This article does a literature research regarding the conception of bonus programs in scientific theory including concepts of customer value and loyalty. The starting point of the loyal customer as the basis of a successful customer value management in the context of maximizing enterprise value, the necessity of customer loyalty and emotional bonding supplemented by the development of purchase decision processes, the implementation in companies is quantitatively surveyed and compared with the theoretical concepts. In a saturated and highly competitive environment, the management of customer loyalty must become particularly important, as new customers can only be won at considerable expense and in manageable numbers. The aim is to strengthen customer loyalty to the company in order to ward off competitive marketing campaigns in the best possible way. For example, customer loyalty programs in which existing customers are rewarded (monetary or non-monetary) for their repurchasing behaviour are used to try to retain existing customers for the company.

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Author information

Authors and Affiliations

  1. Comenius University, Bratislava, Slovakia

    Wolfgang Neussner & Natalia Kryvinska

  2. FH Technikum Wien, Vienna, Austria

    Wolfgang Neussner, Natalia Kryvinska & Erich Markl

Authors
  1. Wolfgang Neussner
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  2. Natalia Kryvinska
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  3. Erich Markl
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Corresponding author

Correspondence to Natalia Kryvinska .

Editor information

Editors and Affiliations

  1. Department of Information and Communication Engineering, Faculty of Information Engineering, Fukuoka Institute of Technology, Fukuoka, Japan

    Leonard Barolli

  2. Division of Computer Science and Intelligent Systems, Faculty of Science and Technology, Oita University, Oita, Japan

    Hiroaki Nishino

  3. School of Science and Technology, Kwansei Gakuin University, Sanda, Japan

    Hiroyoshi Miwa

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Neussner, W., Kryvinska, N., Markl, E. (2020). Bonus Programs for CRM in Retail Business. In: Barolli, L., Nishino, H., Miwa, H. (eds) Advances in Intelligent Networking and Collaborative Systems. INCoS 2019. Advances in Intelligent Systems and Computing, vol 1035. Springer, Cham. https://doi.org/10.1007/978-3-030-29035-1_47

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