Loyalty schemes in retailing: a comparison of stand-alone and multi-partner programs
Auteur :
Hoffmann, Nicolas
Éditeur :
Peter Lang AG
ISBN :
9783631638804
Date de publication :
25 nov. 2013
Dimensions :
21,0 x 14,8 cm
Poids :
390 g
Langue :
Anglais
Pays d'origine :
Suisse
To test the impact of stand-alone vs. multi-partner programs on customer loyalty, management interviews were conducted and a survey with 1,150 German customers of two fuel station chains was carried out. Stand-alone programs were found to excel at generating behavioral and attitudinal loyalty, as well as positive word-of-mouth.