Daniela Kollárová – Communication Today https://communicationtoday.sk Media, marketing, communication Tue, 24 Jun 2025 11:31:46 +0000 en-GB hourly 1 https://wordpress.org/?v=6.8.5 https://communicationtoday.sk/wp-content/uploads/cropped-favicon-ct-32x32.png Daniela Kollárová – Communication Today https://communicationtoday.sk 32 32 LOYALTY PROGRAMMES AS RETAILERS’ COMMUNICATION TOOLS DURING A PERIOD OF SOCIAL CHANGE https://communicationtoday.sk/loyalty-programmes-as-retailers-communication-tools-during-a-period-of-social-change/ Sun, 24 Nov 2024 18:51:45 +0000 https://communicationtoday.sk/?p=4609 ABSTRACT:

We are engaged in the study of loyalty systematically built and anchored in the form of consumer loyalty programmes. The aim of this theoretical review is to identify the problems and challenges retailers face in communicating with customers using loyalty programmes in a period of significant societal change. We examined 411 scholarly studies registered in the Web of Science database. Based on the results of the analysis, we identified the challenges faced by sponsoring organisations in the operation of modern loyalty programmes, which we divided into 14 categories by common features. The result is a compact theoretical overview about loyalty programmes. The aim of the empirical research, conducted through written inquiries and individual semi-structured interviews, is to find out how Generation Z respondents perceive loyalty programmes. The selected results reveal that there is a relatively large group of loyalty programme members who believe that they are not adequately rewarded by the sponsoring organisation.

KEY WORDS:
loyalty programme, retailing, rewards, social change, sponsoring organisation

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DOI: https://doi.org/10.34135/communicationtoday.2024.Vol.15.No.2.7

]]> „Mysli globálne, konaj lokálne“ pre slovenských importérov automobilov neplatí https://communicationtoday.sk/mysli-globalne-konaj-lokalne-pre-slovenskych-importerov-automobilov-neplati/ Mon, 17 Feb 2014 09:17:56 +0000 https://www.communicationtoday.sk/?p=633 In the global world, new paradigms of social development are constantly established. Universities are at an intersection of two interests in the bachelor’s degrees of education: the students are demanding more practical experience, but the educators condition the acquisition of practical skills also by a necessary level of understanding the phenomena through the necessary amount of theoretical knowledge of the domain. This paper points to this conflict of interest against the background of some of the global researches that unequivocally point to a higher theoretical education of staff, which allows implementing hands-on activities with a high degree of efficiency. It indicates a variety of approaches and views of the managerial and marketing theory today commenting on current phenomena in social development and at the same time presenting the writer´s thought on possible directions of university study orientation in the field: marketing communications.

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]]> “Think Globally, Act Locally” Does Not Apply to Slovak Importers https://communicationtoday.sk/think-globally-act-locally-does-not-apply-to-slovak-importers/ Mon, 17 Feb 2014 09:17:04 +0000 https://www.communicationtoday.sk/?p=608 In the global world, new paradigms of social development are constantly established. Universities are at an intersection of two interests in the bachelor’s degrees of education: the students are demanding more practical experience, but the educators condition the acquisition of practical skills also by a necessary level of understanding the phenomena through the necessary amount of theoretical knowledge of the domain. This paper points to this conflict of interest against the background of some of the global researches that unequivocally point to a higher theoretical education of staff, which allows implementing hands-on activities with a high degree of efficiency. It indicates a variety of approaches and views of the managerial and marketing theory today commenting on current phenomena in social development and at the same time presenting the writer´s thought on possible directions of university study orientation in the field: marketing communications.

07_Kollárová_CT-1-2013  Download

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