This paper shows the influence that loyalty programs have on customer loyalty. Additionally, loyalty is defined through two dimensions, showing their characteristics and the impact of the program on each of them. Loyalty programs are today the most popular means of retention but also attracting new customers, so it is no surprise that considerable efforts and resources have been invested in their design to recognize and satisfy the habits, wishes and needs of customers. The survey carried out the positive effect of the program on customer loyalty through two dimensions. The research has shown a stronger impact on the behavioral component of customer loyalty, which ultimately is essential for all businesses that focus their business on the basis of monitoring changes in consumer behavior. The research has shown that a large number of respondents have multiple loyalty cards at the same time, suggesting that there is a large competition on the market and that customers change their behavior depending on their most acceptable offer at a given time. Under the conditions of a strong market struggle, creating the most attractive program for the customers and attracting every new customer is of utmost importance to the company. The results of this paper can be used to improve already existing loyalty programs or to consider introducing programs into business.