TITLE

A Cut From Above: The Impact of Loyalty Program Status on Member's Behavior

AUTHOR(S)
Espiritu-de Mesa, Fredelita
PUB. DATE
July 2013
SOURCE
DLSU Business & Economics Review;Jul2013, Vol. 23 Issue 1, p1
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This study identified the differences on the behavior between elite and non-elite members of a loyalty program. Behaviors measured were personal referrals, personal information sharing, openness to store promotions, increasing purchases, and marketing research support. Results showed the significant differences on behavior such as personal referrals and increasing purchases. The store benefits personal referrals from the non-elite members while increasing purchases from elite members.
ACCESSION #
88044365

 

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