Acceptance of mobile loyalty cards in the German B2C consumer goods market
The consumer goods market is characterized by strong competition. Thus, to bind customers to the company, a higher priority needs to be attributed to customer retention measures. Such measures include the loyalty card, but the use of the physical card is declining. To counteract this decline, mobile...
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| Format: | Article |
| Language: | English |
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Sciendo
2021-04-01
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| Series: | International Journal of Management and Economics |
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| Online Access: | https://doi.org/10.2478/ijme-2021-0004 |