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Loyalty Schemes in Retailing: A Comparison of Stand-alone and Multi-partner Programs - Forschungsergebnisse der Wirtschaftsuniversitaet Wien Nicolas Hoffmann New edition
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Loyalty Schemes in Retailing: A Comparison of Stand-alone and Multi-partner Programs - Forschungsergebnisse der Wirtschaftsuniversitaet Wien
Nicolas Hoffmann
To test the impact of stand-alone vs. multi-partner programs on customer loyalty, management interviews were conducted and a survey with 1,150 German customers of two fuel station chains was carried out. Stand-alone programs were found to excel at generating behavioral and attitudinal loyalty, as well as positive word-of-mouth.
291 pages
| Medios de comunicación | Libros Paperback Book (Libro con tapa blanda y lomo encolado) |
| Publicado | 25 de noviembre de 2013 |
| ISBN13 | 9783631638804 |
| Editores | Peter Lang AG |
| Páginas | 291 |
| Dimensiones | 210 × 150 × 16 mm · 386 g |
| Lengua | Francés |
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