Attracting new customers to loyalty programs: The effectiveness of monetary versus non-monetary loyalty programs
What type of reward attracts customers to loyalty programs? Given the increasing importance of loyalty programs, this question matters. Six sequential studies investigated whether monetary rewards universally attract people more than nonmonetary rewards. Results suggest that monetary rewards elicit...
| Main Authors: | , |
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| Format: | Others |
| Language: | en |
| Published: |
John Wiley & Sons, Ltd.
2017
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| Online Access: | http://epub.wu.ac.at/5637/1/Ruzeviciute_Kamleitner_2017_CJB_loyalty_rewards_Round2FINAL.pdf http://dx.doi.org/10.1002/cb.1663 |