search query: @indexterm COMPANY LOYALTY / total: 43
reference: 3 / 43
| Author: | Moore, G. Sekhon, H. |
| Title: | Multi-brand loyalty cards: a good idea |
| Journal: | Journal of Marketing Management
2005 : JUL, VOL. 21:5-6, p. 625-640 |
| Index terms: | Company loyalty Consumer behaviour Customers Relationship marketing United Kingdom Trust |
| Language: | eng |
| Abstract: | This study examines the profitability of loyalty cards in The UK. Findings from a questionnaire survey indicate that there is only weak bonds between the card provider and its customers. Customers displayed signs of low commitment, low trust and low perceived relational advantages. However, there is evidence to suggest that consumers perceive real benefits in coalition sschemes and there is willingness to change their behaviour if the motivation is adequate. |
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