Loyalty Schemes in Retailing
| Author | : Nicolas Hoffmann |
| Publisher | : Forschungsergebnisse der Wirtschaftsuniversität Wien |
| Total Pages | : 0 |
| Release | : 2013 |
| ISBN-10 | : 3631638809 |
| ISBN-13 | : 9783631638804 |
| Rating | : 4/5 (804 Downloads) |
Book Synopsis Loyalty Schemes in Retailing by : Nicolas Hoffmann
Download or read book Loyalty Schemes in Retailing written by Nicolas Hoffmann and published by Forschungsergebnisse der Wirtschaftsuniversität Wien. This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.