The Business Model of a Retailer Based on the Consumer-Centric Approach in Building the Value of a Loyalty Programme on the Food Market
Digitalisation brings great opportunities for marketing communication with customers through loyalty programmes, particularly in times of economic crisis. The objective of the article is to present the importance of a Loyalty Programme (LP) in regard to its role in cultivating a retailer–supplier re...
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| Materialtyp: | Artigo |
| Språk: | Inglês |
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Wydawnictwo Naukowe Akademii WSB w Dąbrowie Górniczej
2024-12-01
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| Serie: | Forum Scientiae Oeconomia |
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| Länkar: | https://ojs.wsb.edu.pl/index.php/fso/article/view/1376 |
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