Do loyalty programs affect the relationships between enterprises and customers? An empirical analysis in the grocery industry in Italy
Abstract Studies investigating the effectiveness of loyalty programs are scarce and show mixed results. In fact, as described in this study, some research found that loyalty cards enhanced customer loyalty, whereas other research found no correlation between the two. Notwithstanding their general...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2006
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| Online Access: | https://eprints.nottingham.ac.uk/20189/ |