Enhancing the Value of Survey Data on Customer Satisfaction in the Framework of a Customer Loyality Programme: Case of a Slovenian Retailer

AbstractIn retailing, one of the most important factors shaping overall satisfaction are customer perceptions of sales personnel characteristics (e.g. physical appearance, willingness to listen, assure and oblige, etc.). In our empirical project we aim to show that this effect is even larger in the framework of a loyalty programme aiming at creation of long-term relationships. Liberally made and often repeated promises which are not kept create room for development of negative feelings towards retailers (especially if customers feel trapped). Furthermore, long-term relationships might go stale due to predictability of the shopping experience (the so-called “negative loyalty programme effect”). A relevant combination of survey and transaction data enables a retailer to develop and implement measures to keep identified customer segments satisfied and consequently in the spending mood.