Browsing Department of Marketing Faculty Publications by Subject "customer-company identification"

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    • Customer–company identification and the effectiveness of loyalty programs 

      Kang, Jun; Alejandro, Thomas Brashear; Groza, Mark D. (Elsevier Science, 2015-02)
      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 ...