Delivering customer loyalty schemes in retailing: exploring the employee dimension

Susan Hart; Andrew Smith; Leigh Sparks; Niko Tzokas

doi:10.1108/09590550410528962

Delivering customer loyalty schemes in retailing: exploring the employee dimension

Susan Hart, Andrew Smith, Leigh Sparks, Niko Tzokas

Marketing

Research output: Contribution to journal › Article › peer-review

14 Citations (Scopus)

Abstract

Customer loyalty as a concept is inherently attractive to retail businesses. In many companies however, customer loyalty is operationalised through the activities of an often part-time and transient workforce. The case illustration presented here, and in particular the analysis of employee responses on issues of loyalty scheme construction and operation, raises two main issues. For any retailer operating a loyalty scheme, these findings raise considerable management implications.

Original language	English
Pages (from-to)	190-204
Number of pages	14
Journal	International Journal of Retail and Distribution Management
Volume	32
Issue number	4
DOIs	https://doi.org/10.1108/09590550410528962
Publication status	Published - 2004

Keywords

competitive strategy
customer loyalty
employees
loyalty schemes

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10.1108/09590550410528962

Cite this

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KW - employees

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DO - 10.1108/09590550410528962

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Delivering customer loyalty schemes in retailing: exploring the employee dimension

Abstract

Keywords

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