An empirical analysis of the components of retailer customer loyalty programs
An empirical analysis of the components of retailer customer loyalty programs
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零售商客户忠诚度计划组成部分的实证分析
DOI：
10.1108/09590550810846983
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发表时间：
2008
影响因子：
4.4
通讯作者：
Martin T. Topol
中科院分区：
文献类型：
--
作者：
M. Gable;S. Fiorito;Martin T. Topol
目的 - 本文旨在确定零售商为客户提供的福利和采取的活动，他们是否有正式的客户忠诚度计划，有和没有正式忠诚度计划的零售商的福利/活动是否存在差异，最后，零售商的具体福利/活动是否可以预测他们是否有正式的忠诚度计划。设计/方法/途径 - 向美国一个州的零售商随机抽样发送一份调查问卷。此外，报告称他们有正式忠诚度计划的受访者接到了一个持续不到十分钟的电话，旨在收集有关其忠诚度计划的更多信息。 χ2、Kendall's W 和逻辑回归分析用于检验本研究的目的。调查结果 – 参与零售商最常用的福利/活动是：展示将顾客的利益放在心上、为选定的顾客提供经济激励、向顾客发送感谢信……
Purpose – This paper sets out to determine the benefits offered to customers and activities taken by retailers, whether or not they have formal customer loyalty programs, whether there are differences in the benefits/activities of retailers with and without formal loyalty programs and finally, whether specific benefits/activities of retailers can predict whether or not they have formal loyalty programs.Design/methodology/approach – A questionnaire was sent to a random sample of retailers in one US state. In addition, respondents reporting that they had formal loyalty programs received a telephone call lasting less than ten minutes designed to gather further information regarding their loyalty program. χ2, Kendall's W and logistic regression analysis were used to test the purposes of this study.Findings – The most used benefits/activities of participating retailers are: demonstrating having the customers' interests at heart, providing financial incentives to selected customers, sending thank you notes to c...