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Business
The role of loyalty schemes in veterinary practice
  1. Louise Riches

    Louise Riches graduated from the University of Melbourne in 1992, and has worked in small animal practice in the UK for the past 15 years. She completed an MBA in 2003, including a dissertation on loyalty schemes, and is currently working for the Goddard Veterinary Group, running a branch practice in London.

Abstract

THE current economic climate makes it all the more important to retain satisfied, committed clients. Over the past decade, a range of businesses have launched loyalty schemes with the aim of establishing bonded, committed relationships with their customers. Loyalty schemes have enabled large organisations such as supermarkets to monitor individual customer buying behaviour, individualise marketing programmes and increase customer spending. Louise Riches examines their role in veterinary practice.

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