| Tekijä: | Sharp, B. Sharp, A. |
| Otsikko: | Loyalty programs and their impact on repeat-purchase loyalty patterns |
| Lehti: | International Journal of Research in Marketing
1997 : DEC, VOL. 14:5, p. 473-486 |
| Asiasana: | LOYALTY REPEAT BUYING CONSUMER BEHAVIOUR |
| Kieli: | eng |
| Tiivistelmä: | This study discusses the potential of loyalty programs to alter the normal market patterns of repeat purchase behavior which characterise competitive repeat-purchase markets. A large scale loyalty program is evaluated in terms of its ability to change normal repeat purchase loyalty statistics by brand. These estimates were compared with the observed market repeat-purchase behavior. Overall a trend towards a weak level of excess loyalty was observed, although the expected deviation was not consistently observed for all the loyalty program brands. Two of the six loyalty program participant brands showed substantial excess loyalty deviations. |
SCIMA