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...

Purpose – The purpose of this paper is to test the market‐based asset framework by examining the role of marketing process improvements in the relationship between a buyer firm's supplier‐related activities and its performance. Design/methodology/approach – Interviews with executives who...

Purpose: This study aims to identify appropriate strategies and actions adopted by business-to-business firms to cope with the ongoing COVID-19 crisis. Design/methodology/approach: A review of business-to-business marketing responses to the COVID-19 crisis in China was conducted. Findings: Nine...

Purpose: This study proposes a conceptual framework for analyzing customer management strategies and their effects on Internet-based platform performance based on a review of the relevant literature, and provides directions for future research. Design/methodology/approach: A literature review...