Book Cover
Author Hoffmann, Nicolas, 1983- author

Title Loyalty schemes in retailing : a comparison of stand-alone and multi-partner programs / Nicolas Hoffmann
Published Frankfurt am Main, Germany : PL Academic Research, an imprint of Peter Lang GmbH, [2013]
Online access available from:
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Description 1 online resource (291 pages) : illustrations
Series Forschungsergebnisse der WU Wirtschaftsuniversität Wien, 1613-3056 ; Band 61
Forschungsergebnisse der Wirtschaftsuniversität Wien ; Bd. 61
Contents Loyalty -- Loyalty schemes -- Coalition schemes -- Empirical study design -- Empirical study results
Summary To expand existing literature on loyalty schemes, the impact of stand-alone vs. multi-partner programs on customer loyalty was evaluated. In addition, the effects of store satisfaction, membership in competing programs, as well as various shopper characteristics were tested. Therefore, interviews were conducted with loyalty executives and a survey was carried out with 1,150 German customers of two fuel station chains. Stand-alone programs were found to outperform multi-partner schemes in their ability to trigger behavioral loyalty (e.g. share-of-wallet), attitudinal loyalty, and positive word-of-mouth. While program members showed significantly higher levels of loyalty than non-members, those of the stand-alone solution did so to an even greater extent than those of the coalition scheme.«Best Dissertation of 2011» by the WU - Vienna University of Economics and Business and Winner of the «Outstanding Award 2011» by the ECR Austria
Bibliography Includes bibliographical references and indexes
Notes Print version record
Subject Consumer satisfaction
Customer loyalty
Retail trade
Consumer satisfaction.
Customer loyalty.
Retail trade.
BUSINESS & ECONOMICS / Advertising & Promotion
Form Electronic book
Author Wirtschaftsuniversität Wien
ISBN 9783653035155