The purpose of this study is to provide structured, topical and representative analysis of personal data sharing preferences in the Czech Republic. Within the context of personal data sharing and protection, we focus on profiling individuals who voluntarily share their personal data with...

The paper deals with building customer loyalty through loyalty programmes in online stores (e-shops) and makes a comparison with standard retail chains. The fi rst part is based on a survey of customer attitudes towards loyalty programmes in the online environment and a survey of customer...

One of the topical themes of today´s marketing is customer loyalty. There are many tools that can be used to attract a customer and make him loyal. Most frequently applied are special loyalty programs. Some of them are well designed; others are often difficult to understand and they do not bring...

Understanding current and potential customers´ behaviour is one of the key factors of marketing efficiency and it brings competitive advantage. Companies usually classify their customers and create client groups with similar characteristic features. Such grouping activity is called segmentation...