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| Author: | Smith, A. Sparks, L. |
| Title: | Reward redemption behaviour in retail loyalty schemes |
| Journal: | British Journal of Management
2009 : JUN, VOL. 20:2, p. 204-218 |
| Index terms: | consumer behaviour consumer satisfaction purchasing retailing customers customer relations loyalty United Kingdom |
| Language: | eng |
| Abstract: | In this paper, individual cardholder transaction records from a leading U.K. retailer and a related qualitative study are utilized to examine the redemption behaviour (hereafter as: r-beh/s). A description and taxonomy of reward r-beh/s. is provided, incl. non-redemption. Among those redeeming cardholder points, different types of r-beh/s. are found. Using cluster analysis, a three-cluster solution is produced. Using qualitative research, explanations of the r-beh/s. and the taxonomy are developed. |
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