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Understanding Customer Loyalty Programs

Werner Reinartz

A chapter in Retailing in the 21st Century, 2006, pp 361-379 from Springer

Keywords: Customer Relationship Management; Focal Firm; Loyalty Program; Customer Retention; Reward Rate (search for similar items in EconPapers)
Date: 2006
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Chapter: Understanding Customer Loyalty Programs (2010)
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DOI: 10.1007/3-540-28433-8_23

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