The DOI matches its Crossref record; 49 of the 49 references it cites were found in a registry or an index.
Customer loyalty and customer loyalty programs
Abstract
Customer loyalty presents a paradox. Many see it as primarily an attitude‐based phenomenon that can be influenced significantly by customer relationship management initiatives such as the increasingly popular loyalty and affinity programs. However, empirical research shows that loyalty in competitive repeat‐purchase markets is shaped more by the passive acceptance of brands than by strongly‐held attitudes about them. From this perspective, the demand‐enhancing potential of loyalty programs is more limited than might be hoped. Reviews three different perspectives on loyalty, and relates these to a framework for understanding customer loyalty that encompasses customer brand commitment, customer brand acceptance and customer brand buying. Uses this framework to analyze the demand‐side potential of loyalty programs. Discusses where these programs might work and where they are unlikely to succeed on any large scale. Provides a checklist for marketers.
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Cites
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Cited by
Kumar, V., Pozza, I. D., & Ganesh, J. (2013) · Journal of Retailing · doi:10.1016/j.jretai.2013.02.001 · Cited by 517
Does attitudinal loyalty influence behavioral loyalty? A theoretical and empirical study
Bandyopadhyay, S., & Martell, M. (2007) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2006.03.002 · Cited by 402
Hwang, J., & Choi, L. (2020) · Journal of Business Research · doi:10.1016/j.jbusres.2019.01.031 · Cited by 363
The effect of website features in online relationship marketing: A case of online hotel booking
Bilgihan, A., & Bujisic, M. (2015) · Electronic Commerce Research and Applications · doi:10.1016/j.elerap.2014.09.001 · Cited by 308
Toufaily, E., Ricard, L., & Perrien, J. (2013) · Journal of Business Research · doi:10.1016/j.jbusres.2012.05.011 · Cited by 263
Metadata
- Authors
- Uncles, M. D., Dowling, G. R., & Hammond, K.
- Venue
- Journal of Consumer Marketing
- Publisher
- Emerald
- Published
- 2003-07-01
- Volume
- 20
- Issue
- 4
- Pages
- 294-316
- ISSN
- 0736-3761 (ISSN-L)
- OpenAlex
- W2071460097
- Cited by
- 849
- References
- 49
- FWCI
- 27.36
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
