ENGLISH ABSTRACT: Loyalty programmes have become very popular over the last 10 years and manybusinesses have chosen to implement such programmes to support their marketingstrategies. Fundamental to the functioning and success of such loyalty programmesis the ability to gather, process, analyse...

Purpose – Much empirical evidence is in conflict with the expectations of the service-profit chain which suggests that increases in customer satisfaction will increase customer loyalty and earn additional profits from customers. Management focus on the achievement of customer satisfaction and...