ABSTRACT
The number of products ordered after a special mailing or the number of calls received after a special feature in the loyalty programme magazine can easily be measured by having loyalty programme service centre personnel enter special codes into their computers for each call or order. Comparing the results for loyalty programme members with a non-member control group can help isolate the effects of the loyalty programme marketing from other influences. As the loyalty programme is responsible for setting up and maintaining the database, the intensity of its usage is also an indication of the loyalty programme's success. As with the measurement of the direct quantitative goals, the levels of success and failure must be defined for the scales, in order to avoid disputes later on. The customer loyalty programme concept must include different qualitative and quantitative means and indices that will indicate whether the loyalty programme is successful.
