Abstract:
The outcomes of the planned research programme will be a quantification of the attributes of the credit card issuer, the affinity group and the affinity credit card holders, which underpin their relationship with each other. It will throw considerable light on the reasons why these three parties establish and maintain relationships with each other and thereby provide an empirical test of the suggested new paradigm of relationship marketing.
This could also be of interest:
Research Papers
The savings banks card in Sweden
Catalogue: Seminar 1985: Assessing And Improving The Quality Of Financial Services
Author: Göran Hyttfors
 
February 1, 1985
Research Papers
The development of the "affinity index"
Catalogue: Seminar 1979: Publishing And The Communications Industry
Authors: Georg Gramse, Jörg Laufer
 
November 1, 1979
Research Reports
Consumer credit usage and attitude survey
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
September 25, 1974
