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Loyalty Schemes in Retailing

- A Comparison of Stand-alone and Multi-partner Programs

af Nicolas Hoffmann

indgår i Forschungsergebnisse der Wirtschaftsuniversitaet Wien serien

Loyalty Schemes in Retailing af Nicolas Hoffmann
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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.

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  • Sprog:
  • Engelsk
  • ISBN:
  • 9783631638804
  • Indbinding:
  • Paperback
  • Sideantal:
  • 291
  • Udgivet:
  • 25. november 2013
  • Udgave:
  • Størrelse:
  • 210x150x16 mm.
  • Vægt:
  • 388 g.
  • 2-4 uger.
  • 28. november 2024
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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.

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