Consequences of customer loyalty to the loyalty program and to the company
Consequences of customer loyalty to the loyalty program and to the company
About this item
Full title
Author / Creator
Publisher
Boston: Springer US
Journal title
Language
English
Formats
Publication information
Publisher
Boston: Springer US
Subjects
More information
Scope and Contents
Contents
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, yet little is known about the consequences of these two types of loyalty. Therefore, our study intends...
Alternative Titles
Full title
Consequences of customer loyalty to the loyalty program and to the company
Authors, Artists and Contributors
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Primary Identifiers
Record Identifier
TN_cdi_proquest_journals_1030089304
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_1030089304
Other Identifiers
ISSN
0092-0703
E-ISSN
1552-7824
DOI
10.1007/s11747-011-0272-3
