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1. 1. Pizzerias but not hairdressers : Market characteristics and customer reward programs

   University essay from Blekinge Tekniska Högskola/Sektionen för management

   Author : Emma Ekström; [2011]
   Keywords : Customer reward program; market characteristic; purchase incentive; loyalty program; frequency program; reward program; loyalty card; stamp card; loyalty scheme; pizzerias; hairdressers; product type; marginal costs; differentiation.;

   Abstract : Firms commonly offer purchase incentives to customers to make them purchase repeatedly. One such strategy is to offer customer reward programs. Customer reward programs are one of the most widely studied areas within marketing and one of the most widely implemented marketing initiatives by practitioners. READ MORE