Deriving and exploring behavior segments within a retail loyalty card program

Purpose - Despite the proliferation of retail loyalty programs, little is known about differences in the behavior patterns of the consumers within them. There may be several unique segments within a loyalty program, and significant managerial implications may accrue from identification of these segm...

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Veröffentlicht in:	European journal of marketing 2006-11, Vol.40 (11/12), p.1317-1339
Hauptverfasser:	Allaway, Arthur W, Gooner, Richard M, Berkowitz, David, Davis, Lenita
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand loyalty Cluster analysis Competition Consumer behavior Consumer behaviour Cusotmer loyalty Discriminant analysis Loyalty programs Loyalty schemes Market segmentation Market segments Market strategy Marketing Retail stores Studies
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