Article ID Journal Published Year Pages File Type
10492725 Journal of Business Research 2016 9 Pages PDF
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.
Related Topics
Social Sciences and Humanities Business, Management and Accounting Business and International Management
Authors
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