Customer–company identification and the effectiveness of loyalty programs

Jun Kang, Thomas Brashear Alejandro and Mark D. Groza

Journal of Business Research, 2015, vol. 68, issue 2, 464-471

Abstract: 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.

Keywords: Loyalty programs; Company loyalty; Customer–company identification; Latent financial risk (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (28)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:68:y:2015:i:2:p:464-471

DOI: 10.1016/j.jbusres.2014.06.002

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