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Loyalty Schemes in Retailing Nicolas Hoffmann - 978-3-653-03515-5 Downloaded from PubFactory at 01/11/2019 11:09:55AM via free access Loyalty Schemes in Retailing Nicolas Hoffmann - 978-3-653-03515-5 Downloaded from PubFactory at 01/11/2019 11:09:55AM via free access Forschungsergebnisse der WU Wirtschaftsuniversität Wien Band 61 Nicolas Hoffmann - 978-3-653-03515-5 Downloaded from PubFactory at 01/11/2019 11:09:55AM via free access NICOLAS HOFFMANN Loyalty Schemes in Retailing A Comparison of Stand-alone and Multi-partner Programs Nicolas Hoffmann - 978-3-653-03515-5 Downloaded from PubFactory at 01/11/2019 11:09:55AM via free access Bibliographic Information published by the Deutsche Nationalbibliothek The Deutsche Nationalbibliothek lists this publication in the Deutsche Bibliografische Information der Deutschen Nationalbibliothek Nationalbibliografie; detailed bibliographic data is available in the internet Bibliografische Information der Deutschen Nationalbibliothek at http://dnb.d-nb.de. Open Access: The online version of this publication is published on www.peterlang.com and www.econstor.eu under the international Creative Commons License CC-BY 4.0. Learn more on how you can use and share this work: http://creativecommons.org/licenses/by/4.0. Bibliografische Information der Deutschen Nationalbibliothek Bibliografische InformationGedruckt der mit Deutschen Unterstützung Nationalbibliothek All versions of this work may contain content reproduced under license der Helmut Schmidt Universität Hamburg from third parties. Gedruckt mit Unterstützung der Helmut Schmidt Universität Hamburg Permission to reproduce this third-party content must be obtained from these third-parties directly. This book is available Open Access thanks to the kind support of ZBW – Leibniz-Informationszentrum Wirtschaft. D 705 Library of Congress Cataloging-in-Publication Data Gedruckt mit Unterstützung ISSN 1433-1519 der Helmut Schmidt Universität Hamburg Hoffmann, Nicolas, 1983- ISBN 978-3-631-63445-5D 705 (Print) Loyalty schemes in retailing : a comparison of stand-alone and multi-part- E-ISBN 978-3-653-05213-8ISSN 1433-1519 (E-Book) ner programs / Nicolas Hoffmann. – 1 Edition. DOIISBN 10.3726/978-3-653-05213-8 978-3-631-63445-5 (Print) pages cm.– (Forschungsergebnisse der wirtschaftsuniversität Wien : E-ISBNGedruckt 978-3-653-05213-8 mit Unterstützung (E-Book) Band 61) der DOIHelmut 10.3726/978-3-653-05213-8© Schmidt Peter Lang Universität GmbH Hamburg ISBN 978-3-631-63880-4 Internationaler Verlag der Wissenschaften 1. Customer loyalty. 2. Consumer satisfaction. 3. Retail trade. I. Title. Frankfurt© Peter amLang Main GmbH 2015 Internationaler VerlagD 705 der Wissenschaften HF5415.525.H64 2013 ISSN 1433-1519 658.8'343–dc23 PL Academic ResearchFrankfurt ist ein am Imprint Main 2015 der Peter Lang GmbH. 2013037452 ISBN 978-3-631-63445-5 (Print) E-ISBN 978-3-653-05213-8 (E-Book) ISSN 1613-3056 PeterPL Academic Lang – Frankfurt Research am ist Mainein Imprint · Bern ·der Bruxelles Peter Lang · New GmbH. York · DOI 10.3726/978-3-653-05213-8 ISBN 978-3-631-63880-4 (Print) Oxford · WarszawaD 705 · Wien E-ISBN 978-3-653-03515-5 (E-Book) Peter Lang – Frankfurt ISSNam Main 1433-1519 · Bern · Bruxelles · New York · © Peter Lang GmbH DOI 10.3726/ 978-3-653-03515-5 ISBNOxford 978-3-631-63445-5 · Warszawa · Wien (Print) Internationaler Verlag der Wissenschaften E-ISBN 978-3-653-05213-8 (E-Book) © Peter Lang GmbH Frankfurt am Main 2015 DOI 10.3726/978-3-653-05213-8 Internationaler Verlag der Wissenschaften Frankfurt am Main 2013 PL Academic Research ist ein Imprint der Peter Lang GmbH. © Peter Lang GmbH Internationaler Verlag der Wissenschaften PL Academic Research is an Imprint of Peter Lang GmbH. Peter Lang – Frankfurt am Main · Bern · Bruxelles · New York · Frankfurt am Main 2015 Peter Lang – Frankfurt am Main · Bern · Bruxelles · New York · Diese PublikationOxford · Warszawa wurde begutachtet.· Wien Oxford · Warszawa · Wien PL Academic Research ist ein Imprint der Peter Lang GmbH. This book is part of an editor’s series of PL Academic Research Diese Publikationwww.peterlang.com wurde begutachtet. and was peer reviewed prior to publication. Peter Lang – Frankfurt am Main · Bern · Bruxelles · New York · Oxfordwww.peterlang.com · Warszawa · Wien www.peterlang.comNicolas Hoffmann - 978-3-653-03515-5 Downloaded from PubFactory at 01/11/2019 11:09:55AM via free access Diese Publikation wurde begutachtet. www.peterlang.com Diese Publikation wurde begutachtet. www.peterlang.com Table of Contents Index of Tables ..................................................................................................... 9 Index of Figures .................................................................................................. 11 1. Introduction .................................................................................................. 15 1.1 Problem Definition ............................................................................... 15 1.2 Research Objective............................................................................... 18 1.3 Structure of This Paper ......................................................................... 20 2. Loyalty ......................................................................................................... 21 2.1 Definition ............................................................................................. 22 2.1.1 Historical Development of the Loyalty Definition ..................... 23 2.1.2 An Attempt at Pinpointing the Terms ........................................ 23 2.2 Exploring the Emergence of Loyalty ................................................... 25 2.2.1 Classifying the Reasons for Loyalty Formation ......................... 25 2.2.2 The S-O-R Model as a Way Out ................................................ 27 2.2.3 Conclusion ................................................................................. 35 2.3 Customer Loyalty Schemes and Loyalty .............................................. 35 2.3.1 Predominantly Positive Evidence .............................................. 40 2.3.2 Predominantly Negative Evidence ............................................. 44 2.3.3 Possible Explanations for the Mixed Results ............................. 46 2.3.4 Reflection ................................................................................... 50 3. Loyalty Schemes .......................................................................................... 53 3.1 Definition ............................................................................................. 53 3.2 Historical Development and Current Spread ........................................ 54 3.3 Types of Loyalty Schemes ................................................................... 58 3.3.1 B2C vs. B2B .............................................................................. 62 3.3.2 Stand-Alone vs. Shared vs. Coalition......................................... 62 3.3.3 Within Sector vs. Across Sector ................................................. 64 3.3.4 In-House vs. Outsourced Administration ................................... 64 3.3.5 Target Group .............................................................................. 64 3.3.6 Open vs. Closed ......................................................................... 66 3.3.7 Member Limit ............................................................................ 68 5 Nicolas Hoffmann - 978-3-653-03515-5 Downloaded from PubFactory at 01/11/2019 11:09:55AM via free access 3.3.8 Reward Structure ....................................................................... 68 3.4 The Value of Data ................................................................................ 81 3.4.1 Data Mining ............................................................................... 83 3.4.2 A Look at Retailing and Market Basket Analysis ...................... 88 3.5 Characteristics of Loyalty Schemes ..................................................... 91 3.5.1 Benefits ...................................................................................... 93 3.5.2 Drawbacks ................................................................................. 97 4. Coalition Schemes ..................................................................................... 107 4.1 Scheme Types .................................................................................... 108 4.1.1 Retail-Oriented Coalitions ....................................................... 108 4.1.2 Airline Coalitions ..................................................................... 110 4.1.3 Other Variations ....................................................................... 111 4.2 Differences to Stand-Alone Programs ................................................ 113 4.2.1 Advantages ............................................................................... 113 4.2.2 Disadvantages .......................................................................... 116 4.3 Success Factors .................................................................................. 118 4.4 Impact, Spread, and Customer Perception ......................................... 119 4.5 The Next Evolutionary Step? ............................................................. 124 5. Empirical Study Design ............................................................................. 125 5.1 Study Configuration ........................................................................... 125 5.1.1 Qualitative Component
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