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ELECTRONIC RESERVES

Title Loyalty Schemes in Retailing: A Comparison of Stand-alone and Multi-partner Programs

• Author
• NICOLAS HOFFMANN

• Subjects
• Marketing & Advertising
• Sociology

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...