MyWaitrose: a pointless way to engage

Rosborough, J. ORCID: 0000-0001-5663-0886 and Mitchell, S., 2014. MyWaitrose: a pointless way to engage. In: BAM2014 British Academy of Management Conference, Belfast, 9-11 September 2014.

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The paper presents initial findings from an empirical study of engagement in those customers who have a myWaitrose loyalty card. Previous studies have suggested that loyalty cards result in rational loyalty towards the card and the points awarded rather than affective loyalty towards the brand. Rather than points, the myWaitrose card adopts a different approach to loyalty card reward in that customers receive free coffee, entry into competitions and customers are encouraged to take part in an online customer forum. Engagement and loyalty outcomes provide the conceptual foundation for the study and research aims to understand the antecedents, process and outcomes to engagement within this latest and new approach the high street loyalty card. Feedback on the methods and conceptual foundation of the study is welcomed.

Item Type: Conference contribution
Alternative Title: The MyWaitrose Loyalty Card – a pointless way to engage? [running title]
Creators: Rosborough, J. and Mitchell, S.
Date: 2014
Divisions: Schools > Nottingham Business School
Record created by: Linda Sullivan
Date Added: 08 Feb 2016 16:39
Last Modified: 09 Jun 2017 13:59

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