Delivering customer loyalty schemes in retailing: exploring the employee dimension

Susan Hart, Andrew Smith, Leigh Sparks, Niko Tzokas

Research output: Contribution to journalArticle

12 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 languageEnglish
Pages (from-to)190-204
Number of pages14
JournalInternational Journal of Retail and Distribution Management
Volume32
Issue number4
DOIs
Publication statusPublished - 2004

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Keywords

  • competitive strategy
  • customer loyalty
  • employees
  • loyalty schemes

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