摘要：Satisfied and constantly returning customers is a tremendous benefit for the business. There is also a well-thought loyalty program to help customers return. The aim of the article is to present preferences within the framework of possible tools used in loyalty programs and their comparison with what is actually offered to customers in the South Bohemian region. The attention is focused on younger and middle age customers, which is more open to new technologies and trends. The article is based on partial research outputs focusing on customer loyalty preferences. The data were obtained through a questionnaire survey (e-questionnaire) in 2018. The obtained data are evaluated using basic descriptive statistics. Also, there is the independent two-sample t-test used to average the mean values of two groups of data in terms of their determination of significant differences.
关键词：loyalty programs;benefits of loyalty programs;point system;forms of loyalty programs of South Bohemian customers
