Abstract:

According to the European Commission survey, Slovak customers are spending more and more money within services to buy a holiday or a trip. On the Slovak market are many travel agencies and they have to fight for customer attention and allegiance because customer loyalty is a key element to long-term prosperity for all business. For this purpose, travel agencies implement loyalty programs to enhance customer retention. However, research examining customer loyalty in condition in tourist industry in Slovak republic in is scant. To bridge that gap, this study examines how the loyalty programs affects customer's buying decision-making on the purchase of tourism services. Among other things, it is also necessary to mention the important fact, that the Slovak republic is one of the countries with the fastest growing e-commerce not only in the area of consumer goods but also in the area of services such as the purchase of holiday. This all points to the finding that the topic of loyalty and tourism is highly relevant in today's technologically advanced era and it needs to be paid attention.