Abstract
Retailers, more specifically nonfood vendors, struggle to reduce consumer churn when shopping for consumer goods. From simple coupons to sophisticated big-data-based loyalty systems, modern merchants undertake all sorts of initiatives to maintain customers’ loyalty to their stores (Grönroos 1991; Iniesta and Agustín 2003; Knox and Walker 2003; Lohr 2012; Uncles et al. 2003).
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© 2016 Academy of Marketing Science
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Warleta, G.M., Gallo, M.P., Ventisca, M.DB. (2016). Modeling and Measuring Home Brands Ability to Capture Customer Loyalty to Nonfood Retailers. In: Petruzzellis, L., Winer, R. (eds) Rediscovering the Essentiality of Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-29877-1_146
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DOI: https://doi.org/10.1007/978-3-319-29877-1_146
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