Kang, Jun; Alejandro, Thomas Brashear; Groza, Mark D. - In: Journal of Business Research 68 (2015) 2, pp. 464-471
Customer loyalty programs constitute an important customer relationship management tool, adopted by multiple industries …. This study investigates how customers perceive benefits from a loyalty program that enhance their loyalty to that program … directly, as well as to the company indirectly through program loyalty. Our findings show that program loyalty and customer …