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Customer–company identification and the effectiveness of loyalty programs

Author

Listed:
  • Kang, Jun
  • Alejandro, Thomas Brashear
  • Groza, Mark D.

Abstract

Customer loyalty programs constitute an important customer relationship management tool, adopted by multiple industries. This study investigates how customers perceive benefits from a loyalty program that enhance their loyalty to that program directly, as well as to the company indirectly through program loyalty. Our findings show that program loyalty and customer–company identification enhance customer loyalty toward the company. The development of customer–company identification can transform program loyalty into company loyalty, and reduce the company's latent financial risk.

Suggested Citation

  • Kang, Jun & Alejandro, Thomas Brashear & Groza, Mark D., 2015. "Customer–company identification and the effectiveness of loyalty programs," Journal of Business Research, Elsevier, vol. 68(2), pages 464-471.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:2:p:464-471
    DOI: 10.1016/j.jbusres.2014.06.002
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    References listed on IDEAS

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