Beschreibung
To test the impact of stand-alone vs. multi-partner programs on customer loyalty, management interviews were conducted and a survey with 1,150 German customers of two fuel station chains was carried out. Stand-alone programs were found to excel at generating behavioral and attitudinal loyalty, as well as positive word-of-mouth.
Autorenportrait
Nicolas Hoffmann completed his studies the WU – Vienna University of Economics and Business and the FH Joanneum Graz with distinction. He is a recipient of multiple scholarships for academic excellence and was awarded «Best Dissertation of 2011» by the WU, among others. Professionally, he has meanwhile shifted his focus to strategy consulting.
Inhalt
Contents: Customer loyalty research – Loyalty programs: history, types, characteristics, the value of data – Multi-partner schemes: types, specifics, success factors, impact and spread the next evolutionary step? – Empirical study: configuration, theoretical reference points, hypotheses, results.
