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The effects of experience in loyalty card adoption on the importance of the attributes of loyalty schemes

Gyulavári, Tamás (2010) The effects of experience in loyalty card adoption on the importance of the attributes of loyalty schemes. In: 1st EMAC Regional Conference on Marketing Theory Challenges in Emerging Societies, 2010 szeptember 24-25., Budapest.

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Abstract

The popularity of loyalty programs worldwide shows that this is one of the most efficient marketing tools in highly competitive markets to retain customers. The saturation of loyalty schemes themselves can lead to a fierce competition between firms to gain wider penetration for their cards. The experience of the customers regarding adoption of loyalty programs can affect their attitude towards the different attributes of the programs. We found that more experienced customers evaluate the importance of the soft attributes of the loyalty schemes higher.

Item Type:Conference or Workshop Item (Lecture)
Subjects:Marketing
ID Code:407
Deposited By: Ádám Hoffmann
Deposited On:28 Jul 2011 11:37
Last Modified:03 Jul 2012 00:24

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