The effects of introducing and terminating loyalty programs

@inproceedings{Melnyk2015TheEO,
  title={The effects of introducing and terminating loyalty programs},
  author={Valentyna Melnyk and Tammo H. A. Bijmolt},
  year={2015}
}
Purpose – The goal of this paper is to empirically investigate the effects of an loyalty program (LP) introduction and termination, accounting for simultaneous effects of LP designs, cross-customer effects and competition effects. Despite firms across the globe spend billions of dollars on LPs, it is not clear: whether these programs enhance customer loyalty, what happens if a program is terminated and which LP design elements enhance effectiveness of LPs. Design/methodology/approach – The… CONTINUE READING

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