Competing Loyalty Programs : Impact of Market Saturation , Market Share , and Category Expandability

  title={Competing Loyalty Programs : Impact of Market Saturation , Market Share , and Category Expandability},
  author={Yuping Liu and Rong Yang},
Loyalty programs have become an important component of firms’ relationship management strategies. There are now some industries in which numerous rival loyalty programs are offered, inducing intense competition among these programs. However, existing research on loyalty programs has often studied such programs in a noncompetitive setting and has often focused on a single program in isolation. Addressing this gap, this research examines the effect of a firm’s competitive positioning and market… CONTINUE READING
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