Do Loyalty Programs Really Enhance Behavioral Loyalty? An Empirical Analysis Accounting for Self-Selecting Members

@inproceedings{Leenheer2006DoLP,
  title={Do Loyalty Programs Really Enhance Behavioral Loyalty? An Empirical Analysis Accounting for Self-Selecting Members},
  author={J. Leenheer and Harald J. van Heerde and T.H.A. Bijmolt and A. Smidts},
  year={2006}
}
  • J. Leenheer, Harald J. van Heerde, +1 author A. Smidts
  • Published 2006
  • Business
  • One of the pressing issues in marketing is whether loyalty programs really enhance behavioral loyalty. Loyalty program members may have a much higher share-of-wallet at the firm with the loyalty program than non-members have, but this does not necessarily imply that loyalty programs are effective. Loyal customers may select themselves to become members in order to benefit from the program. Since this implies that program membership is endogenous, we estimate models for both the membership… CONTINUE READING
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