Coalition loyalty-programme adoption and urban commercial-network effectiveness evaluation
Coalition loyalty-programme adoption and urban commercial-network effectiveness evaluation
复制标题
联盟忠诚度计划采用和城市商业网络有效性评估
DOI：
10.1108/ijrdm-05-2012-0043
复制
发表时间：
2014
影响因子：
4.4
通讯作者：
Luca Zanderighi
中科院分区：
文献类型：
--
作者：
I. D. Noni;L. Orsi;Luca Zanderighi
目的-为了对付城外购物中心的扩散，自发或有计划的联合忠诚度方案（CLP）-一个涉及城市网络中大多数零售商的方案-可能对市中心吸引顾客的能力产生积极影响，并可能提高其竞争力。本文的目的是评估CLP在城镇中心管理（TCM）中作为提高城市商业系统吸引力的工具的有效性。设计/方法/方式-在这项研究中使用的理论框架是支持的实证案例研究的评价方法：Savigliano卡项目。CLP绩效分析使用动态网络竞争力指数，这是一种基于Laspeyres型分解的方法。然后，通过匹配网络和回归分析，对每个零售商的盈利能力的影响进行测试。结果-结果表明，CLPs实施TCM计划可以产生利益和正外部性为客户，零售商和城市…
Purpose – To counter the proliferation of out-of-town shopping centres, a spontaneous or planned coalition loyalty programme (CLP), one involving most retailers in an urban network, may positively affect a town centre's capacity to entice customers and may enhance its competitiveness. The purpose of this paper is to assess the effectiveness of CLP implementation in town-centre management (TCM) as a tool for enhancing urban commercial-system attractiveness. Design/methodology/approach – The theoretical framework used in this study is supported by the evaluation methodologies of an empirical case study: the Savigliano Card project. CLP performance analysis uses a dynamic network-competitiveness index, an approach based on Laspeyres-type decomposition. The effects on each retailer's profitability are then tested by matching network and regression analyses. Findings – The results suggest that CLPs implementation in a TCM scheme can produce benefits and positive externalities for customers, retailers and urban...