Comparing the effectiveness of rewards and individually targeted coupons in loyalty programs
Sebastian Gabel, Daniel Guhl
| Year of publication: |
2022
|
|---|---|
| Authors: | Gabel, Sebastian ; Guhl, Daniel |
| Published in: |
Journal of retailing. - New York, NY [u.a.] : Elsevier, ISSN 0022-4359, ZDB-ID 410802-4. - Vol. 98.2022, 3, p. 395-411
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| Subject: | Dummy endogenous variable | Loyalty program rewards | Loyalty programs | Targeted coupons | Kundenbindungsprogramm | Loyalty program | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Verkaufsförderung | Sales promotion |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretai.2021.08.001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013426722