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Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Retail loyalty schemes: Results from a consumer diary study
Authors: Smith, Andrew P
Sparks, Leigh
Hart, Susan
Tzokas, Nikolaos
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Issue Date: Mar-2003
Publisher: Elsevier
Citation: Smith AP, Sparks L, Hart S & Tzokas N (2003) Retail loyalty schemes: Results from a consumer diary study, Journal of Retailing and Consumer Services, 10 (2), pp. 109-119.
Abstract: 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.
Type: Journal Article
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Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: University of Stirling
Marketing and Retail Division
University of Strathclyde
University of East Anglia

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