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

Department

Department of Marketing

ISSN

0148-2963

Language

eng

Publisher

Elsevier Science

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