Leveraging loyalty programs to build customer–company identification

Thomas Brashear-Alejandro, Jun Kang and Mark D. Groza

Journal of Business Research, 2016, vol. 69, issue 3, 1190-1198

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: Loyalty programs; Customer–company identification; Customer status; Belongingness (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (11)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:3:p:1190-1198

DOI: 10.1016/j.jbusres.2015.09.014

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