Loyalty Schemes in Retailing
A Comparison of Stand-alone and Multi-partner Programs
To expand existing literature on loyalty schemes, the impact of stand-alone vs. multi-partner programs on customer loyalty was evaluated. In addition, the effects of store satisfaction, membership in competing programs, as well as various shopper characteristics were tested. Therefore, interviews were conducted with loyalty executives and a survey was carried out with 1,150 German customers of two fuel station chains. Stand-alone programs were found to outperform multi-partner schemes in their ability to trigger behavioral loyalty (e.g. share-of-wallet), attitudinal loyalty, and positive word-of-mouth. While program members showed significant…
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Produktdetails
- ISBN: 978-3-631-63880-4
- EAN: 9783631638804
- Produktnummer: 19228671
- Verlag: Lang, Peter GmbH
- Sprache: Englisch
- Erscheinungsjahr: 2013
- Seitenangabe: 291 S.
- Masse: H21.0 cm x B14.8 cm x D1.6 cm 386 g
- Gewicht: 386
Über den Autor
Nicolas Hoffmann completed his studies the WU - Vienna University of Economics and Business and the FH Joanneum Graz with distinction. He is a recipient of multiple scholarships for academic excellence and was awarded Best Dissertation of 2011 by the WU, among others. Professionally, he has meanwhile shifted his focus to strategy consulting.
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