This work shows the influence of loyalty programs on behavior of retail chain consumers, and the consumer behavior of another retail chain that has no loyalty programs for its customers. Loyalty programs have now become a popular ways of attracting customers. Companies are trying to get closer to its customers to learn their habits and desires, and form successful loyalty program. Konzum in this paper is taken as an example of the retail chain that offers its customers a loyalty program called MultiPlusCard. From the research it shows that loyalty programs encourage consumers to purchase more frequent and larger volume purchases, or involvement in the program consumers will spend more in the aforementioned sale. It is also learned that former users of MultiPlusCard are mostly satisfied with the features and capabilities. Kaufland is an example of the retail chain which doesn’t offer a loyalty program for customers, but from the research it is shown that customers are satisfied with the current offer and have undesirable introduction of loyalty programs. Although most of the respondents have a loyalty card of other supermarket chains, they are coming back to the stores of Kaufland. The results of this study can be used in order to improve MultiPlusCard loyalty program and in consideration of introducing a loyalty program in the business of Kaufland. First, it is necessary to carry out a detailed study on the possible characteristics of the hypothetical program fidelity.