who participated in a online survey. The study distinguishes the impact between perceived program value and switching … costs, showing a stronger role of switching costs on active loyalty compared to perceived program value. It also empirically … in defending existing customers. We address this void by examining the structural relationship among perceived program …

relationship between perceived program value and active loyalty, and to examine the effect of perceived program value in … study substantiates the impact of perceived program value, particularly the psychological value, on active loyalty. In … perceived program value of 11 major hotel loyalty programs. This provides a better understanding of the perceived program value …