Navigating from programme loyalty to company loyalty

Loyalty programmes build attitudinal loyalty towards the loyalty programme, but not necessarily towards the company brand. This research answers the question, “How do customers navigate from programme loyalty to company loyalty?” by uncovering three mediating processes. The first process shows that...

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Bibliographic Details
Main Authors: Seema Gupta, Tanvi Gupta, G. Shainesh
Format: Article
Language:English
Published: Elsevier 2018-09-01
Series:IIMB Management Review
Online Access:http://www.sciencedirect.com/science/article/pii/S097038961830034X