This research focuses on the drivers of consumers' adoption of a new loyalty card in the grocery retail industry. We namely investigate how factors such as store attachment and commitment, attitude towards loyalty cards, and so on affect adoption decisions as well as time of adoption. Obtained from split-hazard-type models, our results show the importance of customer commitment towards the store as a driver of adoption and time of adoption decisions.
|Effective start/end date||1/03/05 → 31/12/09|
- Grocery retailing
- Loyalty card adoption
- Store loyalty
- Store emotional attachment