Loyalty saturation in retailing: exploring the end of retail loyalty cards?

The proliferation of retail loyalty schemes has been one of the most marked features of retail marketing in the 1990s. Many retailers have one in some guise or other. Their sheer volume has meant that some have begun to question whether there is a limit to loyalty. Presents results from exploratory research that demonstrates that consumers may be becoming more wary of cards and schemes and being more selective. Managerial lessons from this are developed.

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Year of publication:	1999
Authors:	Wright, Claire ; Sparks, Leigh
Published in:	International Journal of Retail & Distribution Management. - MCB UP Ltd, ISSN 1758-6690, ZDB-ID 2032071-1. - Vol. 27.1999, 10, p. 429-440
Publisher:	MCB UP Ltd
Subject:	Retailing \| Customer loyalty \| Consumer behaviour \| United Kingdom

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/09590559910297947 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014803937