Consequence of customer loyalty to the loyalty program and to the company
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...
| Main Authors: | , , , , , |
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| Format: | Journal Article |
| Published: |
Sage Publications
2012
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/61933 |