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Loyalty Schemes in Retailing

By: Nicolas Hoffmann (Author)

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Format: Paperback or Softback

ISBN-13: 9783631638804

Publisher: Peter Lang AG

Publication Date: Nov 25th, 2013

Weight: 388 grams

Dimension: 15.00 x 21.00 x 1.60 cms

Category: SOCIOLOGY & ANTHROPOLOGY

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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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