TY  - CHAP
U1  - Buchbeitrag
A1  - Greiner, Franziska
A1  - Strähle, Jochen
ED  - Strähle, Jochen
T1  - Loyalty programs for fashion retailers : an emotional perspective
T2  - Emotionalizing fashion retail : the guide for retail success
N2  - Purpose: The purpose of this paper is to analyse the main elements of successful customer loyalty programs in general and emotional components of the buying process in order to determine loyalty programs for fashion retailers.

Findings: The results of this study indicate that loyalty programs in fashion retail require considerable non-monetary benefits such as sense of exclusive membership and enhanced status to distinguish from competitors customer loyalty programs.
KW  - customer loyalty program
KW  - customer satisfaction
KW  - customer loyalty
KW  - relationship marketing
KW  - customer behaviour
KW  - emotionality
KW  - fashion retailing
Y1  - 2015
SN  - 978-3-7347-5821-8
SB  - 978-3-7347-5821-8
SP  - 232
EP  - 255
S1  - 24
PB  - Books on Demand
CY  - Norderstedt
ER  -