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Customer loyalty schemes in retailing in Europe
- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
- ISSN
- 0959-0552
- DOI
- 10.1108/09590551211274919
- Publisher site
- See Article on Publisher Site
Abstract
Purpose – The purpose of this paper is to identify how small to medium‐sized enterprise (SME) fashion retailers can achieve a true understanding of customer trends to close the needs to offer gap in a highly dynamic sector. Design/methodology/approach – A single case study approach is adopted in light of the limited research in this area. Data collection involved a multi‐stage and multi‐methods approach over a six month period to increase the validity of findings and the triangulation of data. Findings – The findings of this paper highlight, first, the need for formal CRM intervention; and, second, the issues involved in the implementation of a loyalty program. Originality/value – In the absence of specific knowledge in this area, a framework is developed to advance both theoretical and practical understanding of how SME fashion retailers can build and manage close customer relationships in the new economy.
Journal
International Journal of Retail & Distribution Management – Emerald Publishing
Published: Nov 9, 2012
Keywords: Customer relationship marketing; Fashion; Retailing; Small to medium‐sized enterprises; Single case study; Customer relations