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2008
- ISIDORE Id: 10670/1.cd095e...
Cairn
Keywords
loyalty card retailing store loyaltySimilar subjects
Cards, Playing Cards CardsCite this document
Nathalie Demoulin et al., « Do Loyalty Cards Make Customers Loyal? », Reflets et perspectives de la vie économique, ID : 10670/1.cd095e...
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Abstract
Loyalty cards and loyalty programs are part of the everyday life of almost every consumer. For retailers and other firms, these cards a mean of retaining their customers, who are rewarded for their loyalty and are thus expected to stay with the firm. However, the true meaning of “loyalty” and the way it can be measured remain open issues. In addition, many researchers question the effectiveness of loyalty cards and programs. In a highly competitive world, where margins come under constant pressure, the economic benefits for the company of such programs remains topical. This paper provides a discussion of these issues based upon state-of-the-art studies of the topic.
