TY  - BOOK
AU  - Hoffmann, Nicolas
AB  - 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.
DO  - 10.3726/978-3-653-03515-5
ID  - OAPEN ID: 1002709
ID  - OAPEN ID: OCN: 1082959113
KW  - alone
KW  - Comparison
KW  - Hoffmann
KW  - Kundenbindungsprogramme
KW  - Loyalty
KW  - loyalty Schemes
KW  - Multi
KW  - Multi-Partner-Program
KW  - partner
KW  - Programs
KW  - Retailing
KW  - Schemes
KW  - Stand
KW  - Stand-alone-Program
L1  - https://library.oapen.org/bitstream/id/f6edc2cf-04af-4012-9e80-1c4306e78740/1002709.pdf
LA  - English
LK  - http://library.oapen.org/handle/20.500.12657/27303
PB  - Peter Lang International Academic Publishers
PP  - Bern
PY  - 2013-11-27
SN  - 9783653035155
TI  - Loyalty Schemes in Retailing : A Comparison of Stand-alone and Multi-partner Programs
ER  - 
