ABSTRACT
The ultimate goal of every customer loyalty programme is to increase profit, revenue and market share, thus securing the company's stability and existence. A customer loyalty programme has an advantage over other loyalty programmes in that it achieves the goal of data collection more effectively. A customer loyalty programme's primary purpose is to build a relationship with the customers that turn them into long-term loyal customers, who ideally will obtain their lifetime demand for a specific product or service from the company sponsoring the loyalty programme. In particular, the secondary goals can be achieved in the short term. However, the primary goals are of a long-term nature, and only if customers are committed to the loyalty programme, and thereby to the company, is the true profit potential of a customer loyalty programme realized over time. The long-term perspective increases the difficulty of measuring the degree of economic success purely related to the loyalty programme.
