Do loyalty cards enhance loyalty in the pharmaceutical sector?

This paper aims to analyze the influence of the “Portuguese Pharmacies card” (PP card) on the pharmacies’ customers behaviour. It also intends to examine whether marketing stimuli influence consumers’ buying behavior with regard to non-prescription medicines / health and wellness product / pharmaceu...

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Bibliographic Details
Main Author: Marques, S. H. (author)
Other Authors: Cardoso, M. G. M. S. (author), Lindeza, A. C. A. (author)
Format: article
Language:eng
Published: 2017
Subjects:
Consumer behaviour
Loyalty
Loyalty programs
Relationship marketing
Satisfaction
Online Access:http://hdl.handle.net/10071/13858
Country:Portugal
Oai:oai:repositorio.iscte-iul.pt:10071/13858

Internet

http://hdl.handle.net/10071/13858

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