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

Corine Noordhoff (Department of Marketing, Maastricht University, Maastricht, The Netherlands)
Pieter Pauwels (Department of Marketing, Maastricht University, Maastricht, The Netherlands)
Gaby Odekerken‐Schröder (Department of Marketing, Maastricht University, Maastricht, The Netherlands)

International Journal of Service Industry Management

ISSN: 0956-4233

Publication date: 1 September 2004

Abstract

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.

Keywords

Citation

Noordhoff, C., Pauwels, P. and Odekerken‐Schröder, G. (2004), "The effect of customer card programs: A comparative study in Singapore and The Netherlands", International Journal of Service Industry Management, Vol. 15 No. 4, pp. 351-364. https://doi.org/10.1108/09564230410552040

Publisher

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Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited