Empirical Insights into the Perception of Customer Cards as a New Customer Loyalty Instrument in Romania Retail Firms
C. Brătianu, D. Lixăndroiu, N. Al. Pop (Ed.), Business Excellence, Special Issue of Review of Management and Economical Engineering, Volume 7, No. 6, 2008, pp.241-245, ISSN 1583-624X
9 Pages Posted: 9 Mar 2013
Date Written: October 16, 2008
Shopping cards as well as customers’ clubs related to retailers are often investigated in literature. While the perception and the effects of those marketing instruments have been often discussed in western countries, there is a lack of studies for eastern European countries.
The present study aims at first insights into the perception of consumers as to shopping cards in Romanian retail firms.
Two questionings of 3092 consumers over a relevant period of two years shows that Romanian consumers become more familiar with such instruments and also accept them easily. Consumers who are part of customer relationship programs appreciate them positively and also develop an appropriate binding toward retailers. This is comparable to the results of similar studies published in leading retailing journals.
Keywords: loyalty programs, retail, customer cards
JEL Classification: M30, M31
Suggested Citation: Suggested Citation