Volle, Pierre; Mimouni, Aîda - Université Paris-Dauphine (Paris IX) - 2010
Positive outcomes of loyalty programs are clear for firms, yet little research examines customer perceptions. To … address this gap, this article investigates various perceived benefits of loyalty programs using a multi-benefit framework … loyalty programs, provide a 16-item scale that measures five types of perceived benefits: monetary savings, exploration …