Document Type
Article
Media Type
Text
Abstract
Customer loyalty programs constitute an important customer relationship management tool, adopted by multiple industries. This study investigates how customers perceive benefits from a loyalty program that enhance their loyalty to that program directly, as well as to the company indirectly through program loyalty. Our findings show that program loyalty and customer–company identification enhance customer loyalty toward the company. The development of customer–company identification can transform program loyalty into company loyalty, and reduce the company's latent financial risk.
DOI
10.1016/j.jbusres.2014.06.002
Publication Date
2-1-2015
Recommended Citation
Kang, Jun; Alejandro, Thomas Brashear; and Groza, Mark D., "Customer–company identification and the effectiveness of loyalty programs" (2015). Faculty Peer-Reviewed Publications. 940.
https://huskiecommons.lib.niu.edu/allfaculty-peerpub/940
Department
Department of Marketing
ISSN
0148-2963
Language
eng
Publisher
Elsevier Science
