Delivering customer loyalty schemes in retailing: exploring the employee dimension Available to Purchase

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.