![]() Data were collected using a multistage sampling approach of days of the week and times of each day, seeking responses from customers exiting three, aesthetically diverse types of pharmacies in the wider area of Athens, Greece. Following this rationale, the research succeeds to partially explain patronage decisions and behavior in pharmacies.Ī quantitative methodology was used, using a structured questionnaire. The purpose of this paper is to investigate the effect of atmospheric cues encountered in the complex retail environment of pharmacies and, in addition, to test the boundary conditions for the formation of experience-rich emotions. However, the emotional bonding of customers is very necessary for any company to be successful, so the companies should focus a lot on affective loyalty. These loyalty program are effective techniques and can be used by different companies to make long term relationships with the customers. Overall, the findings showed that the loyalty card programs played an important role in building loyalty. Compared to noncard holders, card holders also showed higher purchase behaviour in the retailer than its competitors. The results showed that the card holders of a loyalty program had more favourable attitude towards retailer, higher level of trust in the retailer and retailer staff, commitment, and satisfaction than noncard holders. The data were collected from 400 female customers of three branded outlets of Pakistan in three different regions of Pakistan by using convenience sampling method. Multi-item scales adopted from previous studies were used to measure affective and behavioural loyalty. It was investigated that how the loyalty cards influence the loyalty of female consumers in the fashion retail-sector of Pakistan. ![]() The aim of this research was to explore the impact and role of one of emerging techniques of customer relationship management in Pakistan. ![]()
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