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
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.