Loyalty Programs in Postal Services in Accordance with the Concept of Smart Cities

This chapter is devoted to the issue of using the loyalty program in postal services. A loyalty program is a marketing tool for acquiring new customers and maintaining existing ones. It rewards customers for their shopping behavior and loyalty. It motivates them to buy again. The introduction of loyalty programs, which are also technologically interesting, brings benefits to both customers and businesses. They contribute to the creation of the Smart city concept. In the post, we pointed to measures that would increase awareness of postal services and their quality and contribute to the creation of Smart Cities. We supplemented the theoretical information with the outputs of structured interviews with the management of the national postal operators of the Visegrad Group. We converted the results into profiles of the loyalty programs of selected postal operators. Through a questionnaire survey, we focused on finding out the requirements and experiences of customers with the loyalty program of Slovenská pošta, a.s. in a selected region in the Slovak Republic. On the basis of theoretical starting points implemented before the test, we established hypotheses, which we subsequently verified using selected statistical methods. In the contribution, we also address suggestions and recommendations for improving the loyalty program of Slovenská pošta, a.s.