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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.

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Author of HS ReutlingenSträhle, Jochen
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
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