The effect of retail customer loyalty schemes — Detailed measurement or transforming marketing? View Full Text


Ontology type: schema:ScholarlyArticle      Open Access: True


Article Info

DATE

2003-10

AUTHORS

Merlin Stone, David Bearman, Stephan A Butscher, David Gilbert, Paul Crick, Tess Moffett

ABSTRACT

This paper reviews the approach to evaluating retail customer loyalty schemes. Traditionally, these schemes are evaluated by their financial and marketing effects on acquisition, retention and development (up-sell, cross-sell) of customers and related efficiencies. This paper argues that the evaluation should also be through how far having a customer loyalty scheme can and/or should, at a minimum, transform the way the various partners carry out their marketing and, more widely, their business. More... »

PAGES

305-318

Identifiers

URI

http://scigraph.springernature.com/pub.10.1057/palgrave.jt.5740117

DOI

http://dx.doi.org/10.1057/palgrave.jt.5740117

DIMENSIONS

https://app.dimensions.ai/details/publication/pub.1008835759


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