We study the satisfaction toward the loyalty card rewards in the grocery retailing industry. We investigate the effect of the satisfaction toward rewards on behavioural (patronage frequency and share of wallet) as well as on affective store loyalty. We further explore the price sensitivity of card holders versus non holders as well as satisfied versus unsatisfied card holders.
|Effective start/end date||1/10/04 → 31/12/08|
- loyalty cards
- store loyalty
- grocery retaling
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