Demoulin, Nathalie; Zidda, Pietro - In: Reflets et perspectives de la vie économique XLVII (2008) 2, pp. 35-41
Loyalty cards and loyalty programs are part of the everyday life of almost any consumer. These cards are for retailers and other companies a mean for retaining their customers. Customers are rewarded for their loyalty and are thus expected to stay with the company. However, the true meaning of...