Factors Influencing the Participation in Customers’ Loyalty Programmes: The Case of Croatia


Objective: The purpose of this research is to explore selected components of loyalty programmes in Croatia, so that retailers can conceptualise an optimal and effective loyalty programme for their customers.

Research Design & Methods: The article is based on an analysis of secondary data, and primary research on buyers’ attitudes to loyalty programmes on the consumer goods retail market in Croatia.

Findings: The results of the conducted research show that the relationship with the staff is the most important element of loyalty programme to the buyers. Preferential treatment, personalised approach and the sense of belonging are important to buyers. The results also showed that of those components preferential treatment is the most important.

Implications & Recommendations: Retailers can improve their business by using loyalty programmes, since they are in a way represented through them. It can be assumed that for the buyer who is satisfied with the loyalty programme, this programme will be a stimulus for establishing a deeper relationship with the retailer.

Contribution & Value Added: Based on this research, retail companies on the Croatian market can get a clear picture of the significance and the role of specific components of loyalty programmes, so they can focus on what is most important to buyers and can conceptualise an optimal and effective loyalty programme for their customers.


Croatia; customers; Loyalty programmes; elements of loyalty programmes; retailing

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Published : 2018-06-15

Kovač, I., Naletina, D., & Brezović, D. (2018). Factors Influencing the Participation in Customers’ Loyalty Programmes: The Case of Croatia. Entrepreneurial Business and Economics Review, 6(2), 185-199. https://doi.org/10.15678/EBER.2018.060210

Ivan Kovač 
University of Zagreb, Faculty of Economics and Business  Croatia
Dora Naletina  dora.naletina@efzg.hr
University of Zagreb, Faculty of Economics and Business  Croatia
Dunja Brezović 

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