Loyalty Schemes in Retailing
Publisher: Peter Lang International Academic Publishers
Place of publication: Bern
Language: eng
Number of pages: 291
ISBN-13: 9783631638804
Subjects: Market research; Sociology & anthropology; Sales & marketing management; Distribution & warehousing management; Production & quality control management; Corporate governance
Description: 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 significantly higher levels of loyalty than non-members, those of the stand-alone solution did so to an even greater extent than those of the coalition scheme.<BR> «Best Dissertation of 2011» by the WU ? Vienna University of Economics and Business and Winner of the «Outstanding Award 2011» by the ECR Austria.
Notes: English.