The reward gap in hierarchical loyalty programmes : how to enhance bottom-tier customers' loyalty without alienating top-tier customers
Aïda Mimouni Chaabane and Virginie Pez
| Year of publication: |
2020
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| Authors: | Mimouni Chaabane, Aïda ; Pez, Virginie |
| Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 36.2020, 1/2, p. 51-71
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| Subject: | bottom-tier customers | Hierarchical loyalty programmes | perceived control | perceived fairness | reward gap | top-tier customers | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Kundenbindungsprogramm | Loyalty program | Kundenzufriedenheit | Customer satisfaction | Gerechtigkeit | Justice |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0267257X.2019.1694565 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012178683