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oapen-20.500.12657-273032022-04-26T11:16:05Z Loyalty Schemes in Retailing Hoffmann, Nicolas alone Comparison Hoffmann Kundenbindungsprogramme Loyalty loyalty Schemes Multi Multi-Partner-Program partner Programs Retailing Schemes Stand Stand-alone-Program bic Book Industry Communication::J Society & social sciences::JH Sociology & anthropology bic Book Industry Communication::K Economics, finance, business & management::KJ Business & management::KJM Management & management techniques::KJMV Management of specific areas::KJMV5 Production & quality control management bic Book Industry Communication::K Economics, finance, business & management::KJ Business & management::KJM Management & management techniques::KJMV Management of specific areas::KJMV7 Sales & marketing management bic Book Industry Communication::K Economics, finance, business & management::KJ Business & management::KJM Management & management techniques::KJMV Management of specific areas::KJMV9 Distribution & warehousing management bic Book Industry Communication::K Economics, finance, business & management::KJ Business & management::KJR Corporate governance bic Book Industry Communication::K Economics, finance, business & management::KJ Business & management::KJS Sales & marketing::KJSM Market research 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.<BR> «Best Dissertation of 2011» by the WU – Vienna University of Economics and Business and Winner of the «Outstanding Award 2011» by the ECR Austria. 2019-01-10 23:55 2018-12-01 23:55:55 2019-01-10 03:00:33 2020-04-01T11:48:33Z 2020-04-01T11:48:33Z 2013-11-27 book 1002709 OCN: 1082959113 9783653035155 http://library.oapen.org/handle/20.500.12657/27303 eng Forschungsergebnisse der Wirtschaftsuniversitaet Wien application/pdf n/a 1002709.pdf Peter Lang International Academic Publishers 10.3726/978-3-653-03515-5 10.3726/978-3-653-03515-5 e927e604-2954-4bf6-826b-d5ecb47c6555 9783653035155 61 291 Bern open access
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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.<BR> «Best Dissertation of 2011» by the WU – Vienna University of Economics and Business and Winner of the «Outstanding Award 2011» by the ECR Austria.
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