The effect of customer card programs: A comparative study in Singapore and The Netherlands

In the service industry, loyalty cards represent an established phenomenon (e.g. hotel and airline industry). Developing this knowledge, the present study focuses on the role of loyalty‐card programs in establishing loyalty towards a retail store. The impact of store satisfaction and these loyalty‐c...

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Bibliographic Details
Published in:International journal of service industry management 2004-01, Vol.15 (4), p.351-364
Main Authors: Noordhoff, Corine, Pauwels, Pieter, Odekerken-Schroder, Gaby
Format: Article
Language:English
Subjects:
Comparative analysis
Consumer behavior
Consumers
Consumption
Culture
Customer retention
Customer services
Effects
Globalization
Loyalty programs
Marketing
Polls & surveys
Retail stores
Statistical analysis
Studies
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Summary:In the service industry, loyalty cards represent an established phenomenon (e.g. hotel and airline industry). Developing this knowledge, the present study focuses on the role of loyalty‐card programs in establishing loyalty towards a retail store. The impact of store satisfaction and these loyalty‐card programs on store loyalty is tested empirically. Therefore, a survey was performed among 333 grocery store customers in Singapore and The Netherlands. The comparative findings demonstrate that these programs do indeed impact on attitudinal as well as behavioural store loyalty, as long as the number of alternative programs is limited and customers over time have not become accustomed to loyalty cards.
ISSN:0956-4233
1757-5818
1757-5826
DOI:10.1108/09564230410552040