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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Detalhes bibliográficos
Autor principal: Marques, S. H. (author)
Outros Autores: Cardoso, M. G. M. S. (author), Lindeza, A. C. A. (author)
Formato: article
Idioma:eng
Publicado em: 2017
Assuntos:
Consumer behaviour
Loyalty
Loyalty programs
Relationship marketing
Satisfaction
Texto completo:http://hdl.handle.net/10071/13858
País:Portugal
Oai:oai:repositorio.iscte-iul.pt:10071/13858

Texto Completo

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

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