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 0959-0552Full text not available in this repository. (Request a copy from the Strathclyde author)
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.
|Keywords:||competitive strategy, customer loyalty, employees, loyalty schemes, Marketing. Distribution of products, Tourism, Leisure and Hospitality Management, Marketing|
|Subjects:||Social Sciences > Commerce > Marketing. Distribution of products|
|Department:||Strathclyde Business School > Marketing
|Depositing user:||Strathprints Administrator|
|Date Deposited:||17 Nov 2007|
|Last modified:||27 Jan 2017 03:19|