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Tomáš Formánek and Radek Tahal

-370. McMullan, R. and Gilmore, A. (2008), “Customer loyalty: an empirical study”, European Journal of Marketing, Vol. 42, No. 9/10, pp. 1084-1094. Meyer-Waarden, L. (2007), “The effects of loyalty programs on customer lifetime duration and share of wallet”, Journal of Retailing , Vol. 83, No. 2, pp. 223-236. Oliver, R.L. (1999), “Whence consumer loyalty?”, The Journal of Marketing , Vol. 63, No. Special issue, pp. 33-44. Reichheld, F.F. (2003), “The one number you need to grow”, Harvard business review , Vol. 81, No. 12, pp. 46-55. Rundle-Thiele, S