Grocery retail loyalty program effects: self-selection or purchase behavior change? |
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Authors: | Lars Meyer-Waarden Christophe Benavent |
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Institution: | (1) Department of Management and Cognition Sciences (EA 2043, Laboratoire Gestion & Cognition), University Toulouse III Paul Sabatier, Toulouse, France;(2) University Paris 10, Nanterre, France |
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Abstract: | In the retail sector, consumers typically patronize multiple outlets for a variety of products, which raises the important
issue of how outlets can gain a greater share of consumer expenditures. One such way is to increase repeat purchases through
loyalty programs. This article examines the impact of loyalty programs, which target existing customers, on repurchase behavior
in grocery stores. It finds that heavier, more frequent customers of a store enroll in the loyalty program earlier; that buying
behavior changes only slightly after buyers join the program; and that small changes in loyalty appear to erode 6–9 months
after buyers join. |
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Keywords: | CRM Loyalty program Scanner panel Survival analysis MANOVA with repeated measures VAR models |
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