کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
886600 913074 2007 14 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The effects of loyalty programs on customer lifetime duration and share of wallet
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
The effects of loyalty programs on customer lifetime duration and share of wallet
چکیده انگلیسی

In the retailing sector, consumers typically patronize multiple outlets, which confronts these outlets with an important issue: determining how to gain a greater part of consumer expenditures. One potential avenue is to increase consumer lifetime duration and repeat purchases through loyalty cards. This research, using BehaviorScan single-source panel data, examines the impact of loyalty programs on customer lifetime duration in grocery stores. The findings suggest that loyalty schemes have positive effects on customer lifetimes and share of consumer expenditures. However, multiple loyalty card memberships of geographically close retailers reduce lifetime duration. Furthermore, the higher the share of consumer expenditures in a store, the longer the lifetime duration will be.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing - Volume 83, Issue 2, April 2007, Pages 223–236
نویسندگان
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