Customer loyalty among daily disposable contact lens wearers

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Abstract

Background: Optometric practices offer contact lenses as cash sale items or as part of monthly payment plans. With the contact lens market becoming increasingly competitive, patients are opting to purchase lenses from supermarkets and Internet suppliers. Monthly payment plans are often implemented to improve loyalty. This study aimed to compare behavioural loyalty between monthly payment plan members and non-members. Methods: BBR Optometry Ltd offers a monthly payment plan (Eyelife™) to their contact lens wearers. A retrospective audit of 38 Eyelife™ members (mean. ±. SD: 42.7. ±. 15.0 years) and 30 non-members (mean. ±. SD: 40.8. ±. 16.7 years) was conducted. Revenue and profits generated, service uptake and product sales between the two groups were compared over a fixed period of 18 months. Results: Eyelife™ members generated significantly higher professional fee revenue ( P<. 0.001), £153.96 compared to £83.50, and profits ( P<. 0.001). Eyelife™ members had a higher uptake of eye examinations ( P<. 0.001). The 2 groups demonstrated no significant difference in spectacle sales by volume ( P= 0.790) or value ( P= 0.369). There were also no significant differences in contact lens revenue ( P= 0.337), although Eyelife™ members did receive a discount. The Eyelife™ group incurred higher contact lens costs ( P= 0.037), due to a greater volume of contact lens purchases, 986 units compared to 582. Conclusions: Monthly payment plans improve loyalty among contact lens wearers, particularly service uptake and volume of lens purchases. Additionally the greater professional fees generated, render monthly payment plans an attractive business model and practice builder.

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  • Customer loyalty among daily disposable contact lens wearers

    Rights statement: NOTICE: this is the author’s version of a work that was accepted for publication in Contact lens and anterior eye. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Patel, N. I., Naroo, S. A., Eperjesi, F., & Rumney, N. J. Customer loyalty among daily disposable contact lens wearers. Contact lens and anterior eye, Vol. 38, No. 1 (2015) DOI http://dx.doi/10.1016/j.clae.2014.08.003

    Accepted author manuscript, 339 KB, PDF-document

Details

Original languageEnglish
Pages (from-to)15-20
Number of pages6
JournalContact Lens and Anterior Eye
Volume38
Issue1
Early online date13 Sep 2014
DOIs
StatePublished - Feb 2015

Bibliographic note

NOTICE: this is the author’s version of a work that was accepted for publication in Contact lens and anterior eye. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Patel, N. I., Naroo, S. A., Eperjesi, F., & Rumney, N. J. Customer loyalty among daily disposable contact lens wearers. Contact lens and anterior eye, Vol. 38, No. 1 (2015) DOI http://dx.doi/10.1016/j.clae.2014.08.003

    Keywords

  • Business model, Contact lenses, Daily disposables, Loyalty, Professional fees, Profit

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