Consequences of customer loyalty to the loyalty program and to the company
(2011)
Journal Article
Evanschitzky, H., Ramaseshan, B., Woisetschläger, D. M., Richelsen, V., Blut, M., & Backhaus, C. (2012). Consequences of customer loyalty to the loyalty program and to the company. Journal of the Academy of Marketing Science, 40, 625-638. https://doi.org/10.1007/s11747-011-0272-3
Gaining customer loyalty is an important goal of marketing, and loyalty programs are intended to help in reaching it. Research on loyalty programs suggests that customers differentiate between loyalty to a company and loyalty to a loyalty program, ye... Read More about Consequences of customer loyalty to the loyalty program and to the company.