Loyalty Schemes in Retailing
Download or Read eBook Loyalty Schemes in Retailing PDF 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.
Author | : Nicolas Hoffmann |
Publisher | : Forschungsergebnisse der Wirtschaftsuniversität Wien |
Total Pages | : 0 |
Release | : 2013 |
ISBN-10 | : 3631638809 |
ISBN-13 | : 9783631638804 |
Rating | : 4/5 (09 Downloads) |
Book Synopsis Loyalty Schemes in Retailing by : Nicolas Hoffmann
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.