Gagner la fidélité des clients est un objectif majeur pour le marketing, et les programmes de fidélisation sont conçus pour y répondre. Cette recherche analyse comment les bénéfices perçus des programmes de fidélisation (i.e., bénéfices sociaux, de reconnaissance,économiques, fonctionnels, hédoniques, informationnels) influencent directement la fidélité au programme de fidélité et indirectement la fidélité à l’enseigne à travers la fidélité au programme de fidélité. Mis en évidence dans un double contexte (distribution alimentaire et parfumerie), nos résultats indiquent que la fidélité au programme de fidélité améliore la fidélité des clients à l’enseigne, augmente leur part du portefeuille ainsi que leur volonté de payer un prix premium. Notre recherche examine aussi les rôles modérateurs potentiels de l’engagement à l’enseigne et de l’implication à l’égard du programme de fidélité dans la relation entre la fidélité au programme de fidélité et la part du portefeuille. Nos résultats suggèrent que la fidélité au programme de fidélité a un effet positif sur la part du portefeuille quel que soit le niveau d’engagement à l’enseigne (distribution alimentaire et parfumerie). De l’autre côté, la fidélité au programme de fidélité augmente davantage la part du portefeuille chez les clients ayant une forte implication que chez les clients ayant une faible implication dans le programme de fidélité (ceci n’étant validé que dans le cas de la distribution alimentaire). / Gaining customer loyalty is an important goal of marketing, and loyalty programmes are designed to help in reaching it. This research investigates how perceived benefits of retail loyalty programs (i.e., social, recognition, monetary savings, convenience, hedonic and informationnal benefits) enhance directly program loyalty, and indirectly company loyalty through program loyalty. Highlighted in a dual context (grocery and perfumery), our findings show that program loyalty enhance both customer loyalty toward the company, share of wallet and customer willingness to pay a price premium. Our research also examines the potential moderating roles of both company commitment and customer involvement toward the loyalty program in the relationship between program loyalty and share of wallet. Our results suggest that program loyalty has a positive effect on share of wallet regardless of the level of commitment to the company (grocery and perfumery). On the other hand, program loyalty is highly effective in driving share of wallet at high rather than at low levels of customer involvement with the loyalty program (this resultis only validated in the grocery case).

The importance of building longterm relationship with customers has raisen very quickly in companies last years. One of very strong marketing tool is loyalty programme, main topic of thesis, which is used in different parts of business all over the world and experience boom in Czech and Slovak republic these days. Thesis explains theoretical aspects of loyalty, satisfaction and value of customer, and all important components of loyalty programme. Thesis concerns also different types of programmes which are used in retail companies in Czech and Slovak republic. As an example thesis provides detail description of implementation of loyalty club of key player on both domestic and world retail market and his pilot program in Slovakia. Aim of the work is to evaluate the use of loyalty programmes in Czech and Slovak republic, their benefits, disadvantages and success from both side - company and customer. Thesis containts also suggestions and recommendations how to create efficient loyalty programme, as well as own marketing research on customers of analyzed company.