Delivering customer loyalty schemes in retailing: Exploring the employee dimension

Andrew Smith, Leigh Sparks, Susan Hart, Nikolaos Tzokas

Research output: Contribution to journalArticlepeer-review

14 Citations (Scopus)


Customer loyalty as a concept is inherently attractive to retail businesses. In many companies however, customer loyalty is operationalised through the activities of an often part‐time and transient workforce. The case illustration presented here, and in particular the analysis of employee responses on issues of loyalty scheme construction and operation, raises two main issues. For any retailer operating a loyalty scheme, these findings raise considerable management implications.
Original languageEnglish
Pages (from-to)178-218
Number of pages41
JournalInternational Journal of Retail and Distribution Management
Issue number4
Publication statusPublished - 2004

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