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Customer–company identification and the effectiveness of loyalty programs

Show simple item record Kang, Jun en_US Alejandro, Thomas Brashear en_US Groza, Mark D. en_US 2016-10-31T17:29:02Z 2016-10-31T17:29:02Z 2015-02
dc.identifier.citation Groza, M. D. J. Kang, T. B. Alejandro, (2015). Customer-Company Identification and the Effectiveness of Loyalty Programs. Journal Of Business Research, 68(2), 464-471 en_US
dc.identifier.issn 0148-2963
dc.identifier.other 10.1016/j.jbusres.2014.06.002
dc.description.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. en_US
dc.language.iso en_US en_US
dc.publisher Elsevier Science en_US
dc.subject company loyalty en_US
dc.subject customer-company identification en_US
dc.subject latent financial risk en_US
dc.subject loyalty programs en_US
dc.title Customer–company identification and the effectiveness of loyalty programs en_US
dc.type.genre Article en_US
dc.type Text en_US
dc.contributor.department Department of Marketing en_US

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