Consequence of customer loyalty to the loyalty program and to the company

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...

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Bibliographic Details
Main Authors: Evanschitzky, H., Ramaseshan, Balasubramani, Woisetschläger, D., Richelsen, V., Blut, M., Backhaus, C.
Format: Journal Article
Published: Sage Publications 2012
Subjects:
Behavioral consequences
Intention
Preference
Program loyalty
Company loyalty
Online Access:http://hdl.handle.net/20.500.11937/61933

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