Levels of customer loyalty and perceptions of loyalty programme benefits : a South African retail example

Organisations use loyalty programmes to stimulate customer loyalty, and consumers presumably join these programmes to obtain a number of benefits or rewards arising from their membership. While consumer loyalty and loyalty programmes have been popular research topics, research which investigates cus...

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Bibliographic Details

Published in:	The Retail and Marketing Review
Main Authors:	L Radder, M van Eyk, C Swiegelaar
Format:	Article
Language:	English
Published:	Department of Marketing Management, University of South Africa 2015-06-01
Subjects:	benefits consumer loyalty grocery retailer loyalty rewards loyalty programme perceptions retailer store loyalty south africa
Online Access:	https://retailandmarketingreview.co.za/wp-content/uploads/2021/07/RMR11_1_92-105.pdf