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        Customer–company identification and the effectiveness of loyalty programs

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        Groza Customer company identification.pdf (428.6Kb)
        Date
        2015-02
        Author
        Kang, Jun
        Alejandro, Thomas Brashear
        Groza, Mark D.
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        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.
        URI
        http://commons.lib.niu.edu/handle/10843/16866
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        • Department of Marketing Faculty Publications
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