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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.

Item type: Article
ID code: 4439
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
Unknown Department
Related URLs:
    Depositing user: Strathprints Administrator
    Date Deposited: 17 Nov 2007
    Last modified: 04 Sep 2014 15:54
    URI: http://strathprints.strath.ac.uk/id/eprint/4439

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