Customer-company identification and the effectiveness of loyalty programs

被引：72
|
作者：
Kang, Jun [1 ]
Alejandro, Thomas Brashear [2 ]
Groza, Mark D. [3 ]
机构：
[1] Hunan Univ, Sch Business, Changsha 410082, Hunan, Peoples R China
[2] Univ Massachusetts, Eugene M Isenberg Sch Management, Amherst, MA 01003 USA
[3] No Illinois Univ, Dept Mkt, De Kalb, IL 60115 USA
来源：
JOURNAL OF BUSINESS RESEARCH | 2015年 / 68卷 / 02期
关键词：
Loyalty programs; Company loyalty; Customer-company identification; Latent financial risk; REWARD PROGRAMS; THEORETICAL UNDERPINNINGS; SOCIAL IDENTITY; BRAND; IMPACT; SHARE; SATISFACTION; MEMBERSHIP; FRAMEWORK; BENEFITS;
D O I：
10.1016/j.jbusres.2014.06.002
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Customer loyalty programs constitute an important customer relationship management tool, adopted by multiple industries. This study investigates how customers perceive benefits from a loyalty program that enhance their loyalty to that program directly, as well as to the company indirectly through program loyalty. Our findings show that program loyalty and customer-company identification enhance customer loyalty toward the company. The development of customer-company identification can transform program loyalty into company loyalty, and reduce the company's latent financial risk. (C) 2014 Elsevier Inc. All rights reserved.
引用
收藏
页码：464 / 471
页数：8
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