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| Author: | Meyer-Waarden, L. |
| Title: | The influence of loyalty programme membership on customer purchase behaviour |
| Journal: | European Journal of Marketing
2008 : VOL. 42:1/2 p. 87-114 |
| Index terms: | customer relations customer relationship management (crm) loyalty consumer behaviour retailing supermarkets France |
| Freeterms: | customer loyalty |
| Language: | eng |
| Abstract: | This paper reports on qualitative research which explored the effects of two loyalty programmes on customer behaviour in France. The analysis of panel data on supermarket purchases clearly indicates that a membership in the loyalty programme has significant impacts on customer behaviour. The aim of this paper is to widen the theoretical and empirical knowledge about consumer purchasing behaviour in order to develop more effective retailing programmes. |
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