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Loyalty Schemes in Retailing : A Comparison of Stand-alone and Multi-partner Programs. 小売りにおけるロイヤルティの概要 －独立型と複数の協力者の計画の比較－
・ISBN 978-3-631-63880-4 paper SFR 83.45
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| 著者・編者 | Hoffmann, Nicolas, |
|---|---|
| シリーズ | Forschungsergebnisse der Wirtschaftsuniversität Wien |
| 出版社 | (PL Academic Research, SZ) |
| 出版年月 | 2013 |
| ページ数 | 291 pp. |
| 言語 | ENG |
| ニュース番号 | ＜612-708＞ |
解説
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.
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