CUSTOMER SHOPPING ORIENTATION AND PERCEPTIONS OF FOOD LOYALTY PROGRAM REWARDS: A SOCIAL EXCHANGE PERSPECTIVE

Goran Petković; Aleksa Dokić; Olivera Despotović

doi:10.59267/ekoPolj260177P

Authors

Goran Petković PhD, Full Professor, University of Belgrade – Faculty of Economics and Business, Kamenička 6, 11000, Belgrade, Serbia https://orcid.org/0000-0001-7304-9751
Aleksa Dokić PhD, Teaching Assistant, University of https://orcid.org/0000-0003-1274-3947
Olivera Despotović M.Sc., M2S Research, Vojvode Sime Popovića 2,11050 Belgrade, Serbia https://orcid.org/0009-0002-5352-4767

DOI:

https://doi.org/10.59267/ekoPolj260177P

Keywords:

loyalty, satisfaction, loyalty applications, rewards, features

Abstract

Loyalty as the basis for developing long-term relationshipswith customers is researched in the frame of Social ExchangeTheory. Companies invest a lot in loyalty programs toensure adequate customer relationship management. Thesurvey on random sample of Serbian citizens aims toidentify factors that cause satisfaction or dissatisfactionwith loyalty programs and, through understanding them,direct further efforts in the development of these programs.The research tested and proved the influence of the instantof rewards, but also the functionality of the applicationsespecially on mobile phones, indicating differences inpurchasing food and non-food products.

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