Uspješnost programa lojalnosti u barovima

In the modern times loyalty programs can be found in almost every service sector. With the new technology emerging, loyalty programs can be implemented in those services for which it was not previously possible. With the advent of smart phones, it is possible to implement more complex loyalty programs in bars. For all loyalty programs, no matter what the service is, there is a question about its efficiency. In the academic circles there is an ongoing debate for loyalty programs, questioning their efficiency and are they just another way of making the brand stronger. Emerging question is how to measure efficiency of loyalty programs. In this paper efficiency was measured through service satisfaction in bars. One of the main goals was to investigate connections between loyalty programs and other defining factors for choosing a bar. Results show that the most important factor for choosing a bar is the courtesy of waiters, while existence of loyalty programs means the least. Another part of this paper was to find how much people are informed with the loyalty programs in bars. Results show that the majority of respondents ware in the unknown, but a possible problem was identified in the findings, suggesting that the communication between bars and its customers were poor. With the help of a theoretical frame a research was constructed to test some hypothesis about the quality of a loyalty program. Results show that in order to implement an efficient loyalty program, bars should have well educated waiters, ready to help the costumer about any problem with the loyalty program.