Show simple item record

dc.contributor.authorMimouni, Aîda
dc.contributor.authorVolle, Pierre
dc.date.accessioned2009-09-18T14:21:28Z
dc.date.available2009-09-18T14:21:28Z
dc.date.issued2007
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/1776
dc.language.isoenen
dc.subjectComportement du consommateuren
dc.subjectRelation clienten
dc.subjectRelationship marketingen
dc.subjectLoyalty programsen
dc.subject.ddc658.8en
dc.subject.classificationjelM31en
dc.titleCan loyalty programs enhance relational behaviors?en
dc.typeCommunication / Conférence
dc.contributor.editoruniversityotherUniversité de Cergy-Pontoise;France
dc.description.abstractenPrevious research on loyalty programs is mainly characterized by the use of panel data and measures of repurchase behavior. This is a rather short-term approach that contrasts with the objective of strengthening retailer-customer bonds. In this article, we draw on relationship marketing literature in order to investigate the efficiency of loyalty programs. Findings of an experiment conducted with 608 respondents lead to two major contributions: (1) perceived benefits of loyalty programs have a differential impact on customers’ relational behavior, measured in terms of cooperation, opportunism and word of mouth; and (2) the efficiency of the program is contingent upon individual characteristics.en
dc.identifier.citationpages11en
dc.description.sponsorshipprivateouien
dc.subject.ddclabelMarketingen
dc.relation.conftitleRelationship Marketing Summit, AMA Relationship Marketing SIG-ICRM Conferenceen
dc.relation.confdate2007-12
dc.relation.confcityBuenos Airesen
dc.relation.confcountryArgentineen


Files in this item

FilesSizeFormatView

There are no files associated with this item.

This item appears in the following Collection(s)

Show simple item record