Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
886581 | Journal of Retailing | 2009 | 15 Pages |
Abstract
The authors study consumers’ process of adoption of a new loyalty card in a grocery retail context. More specifically, the authors simultaneously investigate the impact of attitudinal, behavioral, and socio-demographic variables on the likelihood of adoption and the time to adoption. They show that these variables differently affect the adoption likelihood and timing and demonstrate the importance of attitudinal measures of customer loyalty such as commitment to the store. This research confirms the so-called self-selection bias and extends it to the attitudinal dimension of loyalty. Some guidelines are proposed to increase the effectiveness of loyalty card program launches.
Keywords
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Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Nathalie T.M. Demoulin, Pietro Zidda,