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Retail loyalty schemes: results for a consumer diary study

Hart, Susan and Smith, Andrew and Sparks, Leigh and Tzokas, Nikolaos (2003) Retail loyalty schemes: results for a consumer diary study. Journal of Retailing and Consumer Services, 10 (2). pp. 109-119. ISSN 0969-6989

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Abstract

This paper reports a diary study into retail loyalty card effects. Thirty informants - 10 cardholders matched with 10 non-cardholders using the same retailers, and 10 cardholders within one scheme - were required to record their attitudes towards, their experience of and their usage of the store and the loyalty card (if they had one). The study lasted for four months. Informants were also required to provide background information on attitudes in an initial questionnaire. The results shed light on a number of customer-related factors associated with these schemes including the degree of affiliation towards retailers, the operation of the schemes in practice and the attitudes of non-cardholders. Questions for further research are generated by the results presented here.

Item type: Article
ID code: 4441
Keywords: loyalty cards, retail, marketing, cutomer attitudes, Marketing. Distribution of products, 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 15:38
    URI: http://strathprints.strath.ac.uk/id/eprint/4441

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