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Loyalty Schemes in Retailing
- A Comparison of Stand-alone and Multi-partner Programs
- Binding:
- Paperback
- Pages:
- 291
- Published:
- November 24, 2013
- Edition:
- Dimensions:
- 210x150x16 mm.
- Weight:
- 388 g.
Delivery:
1-2 weeks
Expected delivery: November 28, 2024
Description of Loyalty Schemes in Retailing
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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