Delivering customer loyalty schemes in retailing: Exploring the employee dimension

Smith, Andrew, Sparks, Leigh, Hart, Susan and Tzokas, Nikolaos (2004) Delivering customer loyalty schemes in retailing: Exploring the employee dimension. International Journal of Retail and Distribution Management, 32 (4). pp. 178-218.

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Abstract

Customer loyalty as a concept is inherently attractive to retail businesses. In many companies however, customer loyalty is operationalised through the activities of an often part‐time and transient workforce. The case illustration presented here, and in particular the analysis of employee responses on issues of loyalty scheme construction and operation, raises two main issues. For any retailer operating a loyalty scheme, these findings raise considerable management implications.

Item Type:	Article
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
Depositing User:	Nicola Secker
Date Deposited:	18 Apr 2011 15:37
Last Modified:	07 Aug 2023 09:30
URI:	https://ueaeprints.uea.ac.uk/id/eprint/29554
DOI:	10.1108/09590550410528962

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