Abstract
One of the pressing issues in marketing is to resolve the debate over the effectiveness of customer loyalty programs. This study adds to the discussion by examining the relationship between loyalty program usage and the demographic factors of age and income. Based on demographically representative data from 7,011 Australian households, the study investigates the usage patterns of six subscription based loyalty programs compared t o the Australian supermarket fuel discount schemes. The results show that fuel shopper dockets were used more frequently across all demographic segments. This suggests that some of the more established subscription based customer loyalty programs may not be as effective in encouraging usage when compared to the relatively new non-subscription based customer loyalty programs such as fuel shopper dockets.
| Original language | English |
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| Title of host publication | ANZMAC 2007 |
| Subtitle of host publication | proceedings : 3Rs - reputation, responsibility and relevance |
| Editors | Maree Thyne, Kenneth R. Deans, Juergen Gnoth |
| Place of Publication | Dunedin, New Zealand |
| Publisher | University of Otago |
| Pages | 372-379 |
| Number of pages | 8 |
| ISBN (Print) | 9781877156299 |
| Publication status | Published - 2007 |
| Event | Australian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand Duration: 3 Dec 2007 → 5 Dec 2007 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2007) |
|---|---|
| City | Dunedin, New Zealand |
| Period | 3/12/07 → 5/12/07 |