The Effectiveness of customer loyalty programs in comparison to supermarket fuel discount schemes

an empirical study

Kirsty Wright, Chris Baumann

Research output: Chapter in Book/Report/Conference proceedingOther chapter contribution

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 languageEnglish
Title of host publicationANZMAC 2007
Subtitle of host publicationproceedings : 3Rs - reputation, responsibility and relevance
EditorsMaree Thyne, Kenneth R. Deans, Juergen Gnoth
Place of PublicationDunedin, New Zealand
PublisherUniversity of Otago
Pages372-379
Number of pages8
ISBN (Print)9781877156299
Publication statusPublished - 2007
EventAustralian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand
Duration: 3 Dec 20075 Dec 2007

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2007)
CityDunedin, New Zealand
Period3/12/075/12/07

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