Drivers of Customers’ Adoption and Adoption Timing of a New Loyalty Card in the Grocery Retail Market

摘要: The authors study consumers’ process of adoption a new loyalty card in grocery retail context. More specifically, the simultaneously investigate impact attitudinal, behavioral, and socio-demographic variables on likelihood time to adoption. They show that these differently affect timing demonstrate importance attitudinal measures customer such as commitment store. This research confirms so-called self-selection bias extends it dimension loyalty. Some guidelines are proposed increase effectiveness program launches.