The impact of club card on store loyalty : An empirical study of a Swedish grocery retailer
The aim of this study is to investigate whether club card loyalty have an impact on customers store loyalty. A secondary purpose is to distinguish which attributes of a loyalty card that ICA’s customers prefer, with the focus on the variables; direct- versus indirect rewards, monetary- versus nonmon...
Main Authors: | , |
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Format: | Others |
Language: | English |
Published: |
Högskolan i Gävle, Avdelningen för ekonomi
2014
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Subjects: | |
Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-16241 |
Summary: | The aim of this study is to investigate whether club card loyalty have an impact on customers store loyalty. A secondary purpose is to distinguish which attributes of a loyalty card that ICA’s customers prefer, with the focus on the variables; direct- versus indirect rewards, monetary- versus nonmonetary rewards, necessary- versus luxury rewards and immediate- versus delayed rewards. |
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