This paper reports a diary study into retail loyalty card effects. Thirty informants - 10 cardholders matched with 10 non-cardholders using the same retailers, and 10 cardholders within one scheme - were required to record their attitudes towards, their experience of and their usage of the store and the loyalty card (if they had one). The study lasted for four months. Informants were also required to provide background information on attitudes in an initial questionnaire. The results shed light on a number of customer-related factors associated with these schemes including the degree of affiliation towards retailers, the operation of the schemes in practice and the attitudes of non-cardholders. Questions for further research are generated by the results presented here.
- loyalty cards
- cutomer attitudes