Loyalty program for investors as tool for maintaining relations with shareholders

Danuta Dziawgo

DOI: http://dx.doi.org/10.12775/EiP.2020.032

Abstract


Motivation: Modern capital market is crucial for maintaining financial stability of economy worldwide. Building and supporting such stability is not possible without bilateral communication between company and investors. One of means of communication between company and investors are loyalty programs that tighten financials link with shareholder and establish loyal base of clients on the basis of individual investors.

Aim: The subject of this study are loyalty programs dedicated for investors which are alternatively know as benefits programs for investors. The research objective is to identify the need for such programs.

Results: The analysis of the literature as well as international cases of companies’ offer investors loyalty programs and also own survey results show that such programs are widely used and are positively assessed by investors. Moreover, loyalty pyramid for investors was formulated and loyalty programs offered on the market were classified. Furthermore, results of the survey analysis from 2020 conducted on 306 Polish individual investors with the aim of analysing validity of loyalty programs offering were presented.


Keywords


individual investors; loyalty program; benefits program; capital market

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