Loyalty Cards in Retailing Industry: Technology Application in Customer Relations

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Author(s): Dr. Rajagopal (Monterrey Institute of Technology and Higher Education ITESM, Mexico)
Copyright: 2009
Pages: 25
Source title: Information Communication Technologies and Globalization of Retailing Applications
Source Author(s)/Editor(s): Dr. Rajagopal (Monterrey Institute of Technology and Higher Education, ITESM, Mexico)
DOI: 10.4018/978-1-60566-248-0.ch008

Keywords: Business & Management / Business Science Reference / E-Commerce

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Abstract

This chapter attempts to analyze drivers of compulsive buying behavior induced by store based promotion through empirical investigation in Mexico. The role of point of sales promotions in stimulating arousal and satisfaction among customer andcustomer relationship management for building store loyalty have been analyzed in the chapter. Also, acquiring new customers through innovative in-store promotions towards driving the compulsive shopping tendency and swaying store-brand loyalty through point of sales promotions in chain self service stores are discussed in the following text. This study builds arguments towards convergence of attractiveness of point of sales promotions and effectiveness of customer services as a tool for gaining competitive advantage in the retail business environment.

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Loyalty Cards in Retailing Industry: Technology Application in Customer Relations

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