Loyalty Schemes In Retailing
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Loyalty Schemes in Retailing
Author | : Nicolas Hoffmann |
Publisher | : Forschungsergebnisse der Wirtschaftsuniversität Wien |
Total Pages | : 0 |
Release | : 2013 |
Genre | : BUSINESS & ECONOMICS |
ISBN | : 9783631638804 |
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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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