Retail loyalty schemes: results from a consumer diary study (original) (raw)

2003

Abstract

This paper reports a diary study into retail loyalty card effects. Thirty informants—10 cardholders matched with 10 non-cardholders using the same retailers, and 10 cardholders within one scheme—were required to record their attitudes towards, their experience of and their usage of the store and the loyalty card (if they had one). The study lasted for four months. Informants were also required to provide background information on attitudes in an initial questionnaire.

leigh sparks hasn't uploaded this paper.

Let leigh know you want this paper to be uploaded.

Ask for this paper to be uploaded.