Mimouni, Aîda; Volle, Pierre - Université Paris-Dauphine (Paris IX) - 2007
Previous research on loyalty programs is mainly characterized by the use of panel data and measures of repurchase … this article, we draw on relationship marketing literature in order to investigate the efficiency of loyalty programs …. Findings of an experiment conducted with 608 respondents lead to two major contributions: (1) perceived benefits of loyalty …