Journal
JOURNAL OF RETAILING
Volume 85, Issue 3, Pages 391-405Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jretai.2009.05.007
Keywords
Grocery retailing; Loyalty card adoption; Split-hazard model; Store commitment
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The authors study consumers' process of adoption of a new loyalty card in a grocery retail context. More specifically. the authors Simultaneously investigate the impact of attitudinal, behavioral, and socio-demographic variables on the likelihood of adoption and the time to adoption. They show that these variables differently affect the adoption likelihood and timing and demonstrate the importance of attitudinal Measures of customer loyalty Such as commitment to the store. This research confirms the so-called self-selection bias and extends it to the attitudinal dimension of loyalty. Some guidelines are proposed to increase the effectiveness of loyalty card program launches. (C) 2009 New York University. Published by Elsevier Inc. All rights reserved.
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