Which loyalty program do customers prefer: a coalition program or a single-firm program?
Which loyalty program do customers prefer: a coalition program or a single-firm program?
About this item
Full title
Author / Creator
Publisher
Santa Barbara: Emerald Publishing Limited
Journal title
Language
English
Formats
Publication information
Publisher
Santa Barbara: Emerald Publishing Limited
Subjects
More information
Scope and Contents
Contents
Purpose
This study aims to examine consumers’ responses to two types of loyalty programs: coalition and single-firm programs. This study explains the mechanism underlying the link between this program structure and consumers’ program evaluation by incorporating the type of firm offering the program (i.e. a more hedonic or a more utilitarian disp...
Alternative Titles
Full title
Which loyalty program do customers prefer: a coalition program or a single-firm program?
Authors, Artists and Contributors
Author / Creator
Identifiers
Primary Identifiers
Record Identifier
TN_cdi_crossref_primary_10_1108_JSM_04_2022_0139
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_crossref_primary_10_1108_JSM_04_2022_0139
Other Identifiers
ISSN
0887-6045
E-ISSN
2054-1651,0887-6045
DOI
10.1108/JSM-04-2022-0139
