Loyalty programs for fashion retailers : an emotional perspective
- 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.
| Author of HS Reutlingen | Strähle, Jochen |
|---|---|
| ISBN: | 978-3-7347-5821-8 |
| Erschienen in: | Emotionalizing fashion retail : the guide for retail success |
| Publisher: | Books on Demand |
| Place of publication: | Norderstedt |
| Editor: | Jochen SträhleORCiD |
| Document Type: | Book chapter |
| Language: | English |
| Publication year: | 2015 |
| Tag: | customer behaviour; customer loyalty; customer loyalty program; customer satisfaction; emotionality; fashion retailing; relationship marketing |
| Page Number: | 24 |
| First Page: | 232 |
| Last Page: | 255 |
| PPN: | Im Katalog der Hochschule Reutlingen ansehen |
| DDC classes: | 658 Allgemeines Management |
| Open access?: | Nein |
