Customer loyalty and customer loyalty programs

Customer loyalty presents a paradox. Many see it as primarily an attitude‐based phenomenon that can be influenced significantly by customer relationship management initiatives such as the increasingly popular loyalty and affinity programs. However, empirical research shows that loyalty in competitiv...

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Bibliographic Details
Published in:The Journal of consumer marketing 2003-07, Vol.20 (4), p.294-316
Main Authors: Uncles, Mark D., Dowling, Grahame R., Hammond, Kathy
Format: Article
Language:English
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