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Loyalty Schemes in Retailing

- A Comparison of Stand-alone and Multi-partner Programs

av Nicolas Hoffmann

del av Forschungsergebnisse der Wirtschaftsuniversitaet Wien-serien

Loyalty Schemes in Retailing av Nicolas Hoffmann
Om 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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  • Språk:
  • Engelska
  • ISBN:
  • 9783631638804
  • Format:
  • Häftad
  • Sidor:
  • 291
  • Utgiven:
  • 25. november 2013
  • Utgåva:
  • Mått:
  • 210x150x16 mm.
  • Vikt:
  • 388 g.
  Fri leverans
Leveranstid: 2-4 veckor
Förväntad leverans: 17. december 2024

Om Nicolas Hoffmann

Se alla böcker av Nicolas Hoffmann

Beskrivning av 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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