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The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including those from the School of Psychological Sciences & Health - but also papers by researchers based within the Faculties of Science, Engineering, Humanities & Social Sciences, and from the Strathclyde Business School.

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Delivering customer loyalty schemes in retailing: exploring the employee dimension

Hart, Susan and Smith, Andrew and Sparks, Leigh and Tzokas, Niko (2004) Delivering customer loyalty schemes in retailing: exploring the employee dimension. International Journal of Retail and Distribution Management, 32 (4). pp. 190-204. ISSN 0959-0552

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Abstract

Customer loyalty as a concept is inherently attractive to retail businesses. In many companies however, customer loyalty is operationalised through the activities of an often part-time and transient workforce. The case illustration presented here, and in particular the analysis of employee responses on issues of loyalty scheme construction and operation, raises two main issues. For any retailer operating a loyalty scheme, these findings raise considerable management implications.