En Yap, Jo; Bove, Liliana L.; Beverland, Michael B. - In: Qualitative Market Research: An International Journal 12 (2009) 3, pp. 279-294
Purpose – The purpose of this paper is to explore the effects of different reward programs on in‐role and extra‐role behaviour; and to investigate whether specific reward programs can be designed to enhance both in‐role and extra‐role behaviour simultaneously....