Building customer relationships: do discount cards work?

Andrea McIlroy (Andrea McIlroyis a Senior Lecturer in the Department of Management Systems, College of Business, Massey University, Palmerston North, New Zealand.)
Shirley Barnett (Shirley Barnett is a Lecturer, in the Department of Management Systems, College of Business, Massey University, Palmerston North, New Zealand.)

Managing Service Quality: An International Journal

ISSN: 0960-4529

Publication date: 1 December 2000

Abstract

The relationship between customer loyalty and satisfaction, profitability and customer retention is described within the framework of relationship marketing. The importance of loyal customers and their impact on business profitability is undisputed, but it is more difficult to build customer retention than it may appear. Various strategies including loyalty schemes and discount cards are sometimes used in an effort to retain customers, but their success is questionable. A New Zealand hotel case study is presented which describes customer reactions to a discount card promotion. It was found that customers who purchased the card exhibited the characteristics of Morgan’s “mercenaries”. Although they had high satisfaction, their commitment to the company was low. However, in order to succeed, loyalty programmes need to develop “loyalists”, customers who have high satisfaction, high loyalty and who will stay and be supportive of the company.

Keywords

Citation

McIlroy, A. and Barnett, S. (2000), "Building customer relationships: do discount cards work?", Managing Service Quality: An International Journal, Vol. 10 No. 6, pp. 347-355. https://doi.org/10.1108/09604520010351491

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Publisher

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MCB UP Ltd

Copyright © 2000, MCB UP Limited

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