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dc.contributor.authorKang, Junen_US
dc.contributor.authorAlejandro, Thomas Brashearen_US
dc.contributor.authorGroza, Mark D.en_US
dc.date.accessioned2016-10-31T17:29:02Z
dc.date.available2016-10-31T17:29:02Z
dc.date.issued2015-02
dc.identifier.citationGroza, M. D. J. Kang, T. B. Alejandro, (2015). Customer-Company Identification and the Effectiveness of Loyalty Programs. Journal Of Business Research, 68(2), 464-471en_US
dc.identifier.issn0148-2963
dc.identifier.other10.1016/j.jbusres.2014.06.002
dc.identifier.urihttp://commons.lib.niu.edu/handle/10843/16866
dc.description.abstractCustomer 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.isoen_USen_US
dc.publisherElsevier Scienceen_US
dc.subjectcompany loyaltyen_US
dc.subjectcustomer-company identificationen_US
dc.subjectlatent financial risken_US
dc.subjectloyalty programsen_US
dc.titleCustomer–company identification and the effectiveness of loyalty programsen_US
dc.type.genreArticleen_US
dc.typeTexten_US
dc.contributor.departmentDepartment of Marketingen_US


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