Hoffmann Nicolas (EN) — Loyalty Schemes in Retailing

Loyalty Schemes in Retailing краткое содержание

Loyalty Schemes in Retailing - описание и краткое содержание, автор Hoffmann Nicolas (EN), читать бесплатно онлайн на сайте электронной библиотеки Lib-King.Ru.

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. ABest Dissertation of 2011A by the WU - Vienna University of Economics and Business and Winner of the AOutstanding Award 2011A by the ECR Austria.