Abstract
Our study is a comparative analysis of the loyalty programs promoted by two of the largest Romanian mobile network companies, Vodafone and Orange. After briefing on the subject of loyalty programs and their functions in the case of a company, we have presented the generalities of the loyalty programs promoted by Vodafone and Orange. The study we made has been realised on a sample of 851 respondents on the basis of a 31 question survey. It is aimed to extract the client's answers on issues such as degree of satisfaction on the services received, the level of success in the promotion of the program and other additional matters. The conclusions have been drawn after statistically computing and interpreting all the answers we have received from the heterogeneous samples questioned. We can conclude that, in the concern level of service satisfaction, Orange ranks first being a better provider than Vodafone, and also having a more transparent promotion strategy, managing to create the awareness of the loyalty program among its clients. On the other hand, Vodafone registers a better offer on what concerns the loyalty points and the purchase of new handsets. These are just a fraction of the results that have been drawn after the processing of the study.
