UID:
edoccha_9958982583702883
Umfang:
1 online resource (297 p.)
ISBN:
3-653-03515-5
Serie:
Forschungsergebnisse der Wirtschaftsuniversität Wien, Band 61
Inhalt:
To expand existing literature on loyalty schemes, the impact of stand-alone vs. multi-partner programs on customer loyalty was evaluated. In addition, the effects of store satisfaction, membership in competing programs, as well as various shopper characteristics were tested. Therefore, interviews were conducted with loyalty executives and a survey was carried out with 1,150 German customers of two fuel station chains. Stand-alone programs were found to outperform multi-partner schemes in their ability to trigger behavioral loyalty (e.g. share-of-wallet), attitudinal loyalty, and positive word-
Anmerkung:
Description based upon print version of record.
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Cover; Table of Contents; Index of Tables; Index of Figures; 1. Introduction; 1.1 Problem Definition; 1.2 Research Objective; 1.3 Structure of This Paper; 2. Loyalty; 2.1 Definition; 2.1.1 Historical Development of the Loyalty Definition; 2.1.2 An Attempt at Pinpointing the Terms; 2.2 Exploring the Emergence of Loyalty; 2.2.1 Classifying the Reasons for Loyalty Formation; 2.2.2 The S-O-R Model as a Way Out; 2.2.3 Conclusion; 2.3 Customer Loyalty Schemes and Loyalty; 2.3.1 Predominantly Positive Evidence; 2.3.2 Predominantly Negative Evidence; 2.3.3 Possible Explanations for the Mixed Results
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2.3.4 Reflection3. Loyalty Schemes; 3.1 Definition; 3.2 Historical Development and Current Spread; 3.3 Types of Loyalty Schemes; 3.3.1 B2C vs. B2B; 3.3.2 Stand-Alone vs. Shared vs. Coalition; 3.3.3 Within Sector vs. Across Sector; 3.3.4 In-House vs. Outsourced Administration; 3.3.5 Target Group; 3.3.6 Open vs. Closed; 3.3.7 Member Limit; 3.3.8 Reward Structure; 3.4 The Value of Data; 3.4.1 Data Mining; 3.4.2 A Look at Retailing and Market Basket Analysis; 3.5 Characteristics of Loyalty Schemes; 3.5.1 Benefits; 3.5.2 Drawbacks; 4. Coalition Schemes; 4.1 Scheme Types
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4.1.1 Retail-Oriented Coalitions4.1.2 Airline Coalitions; 4.1.3 Other Variations; 4.2 Differences to Stand-Alone Programs; 4.2.1 Advantages; 4.2.2 Disadvantages; 4.3 Success Factors; 4.4 Impact, Spread, and Customer Perception; 4.5 The Next Evolutionary Step?; 5. Empirical Study Design; 5.1 Study Configuration; 5.1.1 Qualitative Component; 5.1.2 Quantitative Component; 5.1.3 Overview of the Subjects of Study; 5.2 The First Stage of Developing a Conceptual Framework: A Look at Satisfaction; 5.3 Theoretical Reference Points; 5.3.1 Motivational Theories; 5.3.2 Transaction Cost Theory
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5.3.3 Social Exchange Theory5.3.4 Learning Theory; 5.3.5 Theory of Perceived Risk; 5.3.6 Theory of Cognitive Dissonance; 5.3.7 Other Theories; 5.4 Finalizing the Conceptual Model and the Hypotheses; 5.4.1 The Relationship between Loyalty Program Membership, Store Satisfaction, and Loyalty; 5.4.2 The Effect of Shopper Characteristics; 5.4.3 The Influence of Competing Loyalty Program Memberships; 5.5 Construct Operationalization; 5.5.1 Store Satisfaction; 5.5.2 Loyalty; 5.5.3 Economic Shopping Orientation; 6. Empirical Study Results; 6.1 Sample Description and Data Cleansing Processes
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6.2 Extended Descriptive Statistics6.2.1 Demographic, Socio-Economic, and Other Shopper Characteristics; 6.2.2 Loyalty Cards; 6.2.3 Satisfaction and Loyalty; 6.2.4 Purchase Behavior; 6.2.5 Common Loyalty Program Member-Specific Items; 6.2.6 Remaining Coalition Scheme-Specific Items; 6.2.7 Remaining Stand-Alone Scheme-Specific Items; 6.3 Main Model Test; 6.3.1 Reliability and Validity; 6.3.2 Hypothesis 1; 6.3.3 Hypothesis 2; 6.3.4 Hypothesis 3; 6.3.5 Hypothesis 4; 6.3.6 Hypotheses 5a + b; 6.3.7 Hypothesis 6; 6.3.8 The Multi-Partner vs. Stand-Alone Comparison; 6.4 Qualitative Study Roundup
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7. Conclusion
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English
Weitere Ausg.:
ISBN 3-631-63880-9
Sprache:
Deutsch
DOI:
10.3726/978-3-653-03515-5
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