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 (http://dx.doi.org/10.1108/09590550410528962)
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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.
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Item type: Article ID code: 4439 Dates: DateEvent2004PublishedSubjects: Social Sciences > Commerce > Marketing. Distribution of products Department: Strathclyde Business School > Marketing
Unknown DepartmentDepositing user: Strathprints Administrator Date deposited: 17 Nov 2007 Last modified: 08 Apr 2024 15:52 URI: https://strathprints.strath.ac.uk/id/eprint/4439