Abstract
Customer-focused organizations, regardless of their type and size, use customer loyalty programs extremely intensively as a modern marketing and management tool. In the paper, I am looking for an answer to the question: Are customer loyalty programs so new and modern, or do their roots go deep into human business history? The comparison between the ideal-theoretical DNA elements of the customer loyalty program with the ideal-theoretical DNA elements of the cooperative, formulated when it was established in 1844. unequivocally shows that the DNA of the customer loyalty program is part of the DNA code of the cooperative. Therefore, customer loyalty programs have been deeply rooted and used by the cooperative for more than 150 years and for it they are neither a new phenomenon nor a modern phenomenon, much less a modern marketing and management tool.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
