Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
10492725 | Journal of Business Research | 2016 | 9 Pages |
Abstract
This study proposes that loyalty programs lead to customer-company identification (CCID) formation. The empirical results show that non-financial benefits from loyalty programs can promote CCID by inducing customers' feelings of status and belonging in a company-initiated community. Relationship marketers interested in building customer identification with loyalty programs therefore should design proper non-financial investment portfolios to strengthen and confirm customers' feelings of status and belongingness.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Thomas Brashear-Alejandro, Jun Kang, Mark D. Groza,