Loyalty Schemes in Retailing: A Comparison of Stand-alone and Multi-partner Programs - Forschungsergebnisse der Wirtschaftsuniversitaet Wien New edition

To test the impact of stand-alone vs. multi-partner programs on customer loyalty, management interviews were conducted and a survey with 1,150 German customers of two fuel station chains was carried out. Stand-alone programs were found to excel at generating behavioral and attitudinal loyalty, as well as positive word-of-mouth.