Customer–company identification and the effectiveness of loyalty programs
| Autor: | Jun Kang, Thomas Brashear Alejandro, Mark D. Groza |
|---|---|
| Rok vydání: | 2015 |
| Předmět: |
Marketing
Customer retention business.industry InformationSystems_INFORMATIONSYSTEMSAPPLICATIONS media_common.quotation_subject Loyalty program Financial risk ComputingMilieux_PERSONALCOMPUTING Advertising Customer relationship management Loyalty business model ComputingMilieux_MANAGEMENTOFCOMPUTINGANDINFORMATIONSYSTEMS Identification (information) InformationSystems_MODELSANDPRINCIPLES Loyalty ComputingMilieux_COMPUTERSANDSOCIETY Business media_common |
| Zdroj: | Journal of Business Research. 68:464-471 |
| ISSN: | 0148-2963 |
| DOI: | 10.1016/j.jbusres.2014.06.002 |
| Popis: | 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. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|
Full Text from ScienceDirect