search query: @indexterm repeat buying / total: 24
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| Author: | Meyer-Waarden, L. Benavent, C. |
| Title: | The impact of loyalty programmes on repeat purchase behaviour |
| Journal: | Journal of Marketing Management
2006 : FEB, VOL. 22:1-2, p. 61-88 |
| Index terms: | customer relationship management (crm) loyalty repeat buying |
| Language: | eng |
| Abstract: | Based on the BehaviorScan single-source panel which has been crossed with the store data base of a French retailer, the authors implemented the multinomial Dirichlet model, in order to test the effect of loyalty programmes on the general market structure. The double jeopardy phenomenon is present and loyalty programmes do not substantially change market structures. When all companies have loyalty programs, the market is characterized by an absence of change of the competitive situation. |
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