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Volume 6, Issue 5
1 October 1996
This article was originally published in
Managing Service Quality
Managing Service Quality Cover Image for Volume 6, Issue 5
Case Report| October 01 1996

Do It All’s loyalty programme ‐ and its impact on customer retention

David Clayton‐Smith
Marketing and Merchandise Director of Do It All Limited in the UK
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 1758-8030
Print ISSN: 0960-4529
© MCB UP Limited
1996
Managing Service Quality: An International Journal (1996) 6 (5): 33–37.
https://doi.org/10.1108/09604529610127080

Describes a bonus card system and examines the results of an analysis of bonus card transactions giving key customer segments. Looks at retention and acquisition strategies and emphasizes the importance of keeping pace with customer expectations.

Keywords: Customer loyalty, Customer profiling, Retention
© MCB UP Limited
1996
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