This research examines the determinants in building and maintaining customer loyalty to a store. The first part investigates the strategic role of different marketing levers, ranging from traditional mass levers such as range and price to relational targeted levers based on customer segmentation and loyalty card data. The second part focuses on the role of different levers in store differentiation, that is, to what extent they are perceived by customers as distinctive to a store. For the first time, parallel analysis of retailer and consumer is used to obtain a dual perspective.

Targeted and mass approaches to customer loyalty: are ends meeting? / BELLINI S.; CARDINALI M.G.; ZILIANI C.. - (2011), pp. 1-15. ((Intervento presentato al convegno EAERCD Conference 2011 tenutosi a Parma nel 29 june - 1 july 2011.

Targeted and mass approaches to customer loyalty: are ends meeting?

BELLINI, Silvia;CARDINALI, Maria Grazia;ZILIANI, Cristina
2011

Abstract

This research examines the determinants in building and maintaining customer loyalty to a store. The first part investigates the strategic role of different marketing levers, ranging from traditional mass levers such as range and price to relational targeted levers based on customer segmentation and loyalty card data. The second part focuses on the role of different levers in store differentiation, that is, to what extent they are perceived by customers as distinctive to a store. For the first time, parallel analysis of retailer and consumer is used to obtain a dual perspective.
9788890619502
File in questo prodotto:
File Dimensione Formato  
Bellini Cardinali Ziliani 2011 Proceeding con attribuzione.pdf

non disponibili

Tipologia: Documento in Post-print
Licenza: Creative commons
Dimensione 301.23 kB
Formato Adobe PDF
301.23 kB Adobe PDF   Visualizza/Apri   Richiedi una copia

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11381/2380793
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus ND
  • ???jsp.display-item.citation.isi??? ND
social impact