Delivering customer loyalty schemes in retailing: exploring the employee dimension

Citation

Smith A, Sparks L, Hart S & Tzokas N (2004) Delivering customer loyalty schemes in retailing: exploring the employee dimension. International Journal of Retail and Distribution Management, 32 (4), pp. 190-204. https://doi.org/10.1108/09590550410528962

Abstract
Customer loyalty as a concept is inherently attractive to retail businesses. In many companies however, customer loyalty is operationalised through the activities of an often part-time and transient workforce. The case illustration presented here, and in particular the analysis of employee responses on issues of loyalty scheme construction and operation, raises two main issues. For any retailer operating a loyalty scheme, these findings raise considerable management implications.

Keywords
Competitive strategy; Customer loyalty; Employees; Learning; Retailing; United Kingdom

Journal
International Journal of Retail and Distribution Management: Volume 32, Issue 4