Mauri, Chiara; Timmermans, Harry; Zerbini, Fabrizio - In: MERCATI E COMPETITIVITÀ 2007/4 (2007) 4, pp. 107-130
During the last decade a lot of attention has been paid to instruments of relationship marketing (MR) aimed at retaining and developing customers. Among these, retail loyalty cards have received considerable attention. A wide body of research has focused on the effects of MR on customer...