Enduring effects of goal achievement and failure within customer loyalty programs : a large-scale field experiment
Yanwen Wang (Leeds School of Business, University of Colorado Boulder) ; Michael Lewis (Emory University) ; Cynthia Cryder (Washington University in St. Louis) ; Jim Sprigg (Director of Database Marketing, IHG)
| Year of publication: |
July-August 2016
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|---|---|
| Authors: | Wang, Yanwen ; Lewis, Michael ; Cryder, Cynthia ; Sprigg, Jim |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 35.2016, 4, p. 565-575
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| Subject: | loyalty promotion program | goal achievement | goal failure | field experiment | Feldforschung | Field research | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Experiment | Betriebswirtschaftliches Ziel | Corporate objective | Kundenbindungsprogramm | Loyalty program |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2015.0966 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011532474