A cut from above: The impact of loyalty program status on member's behavior
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising Department
Document Type
Article
Source Title
DLSU Business and Economics Review
Volume
23
Issue
1
First Page
1
Last Page
9
Publication Date
8-2-2013
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. © 2013 De La Salle University, Philippines.
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Recommended Citation
Mesa, F. (2013). A cut from above: The impact of loyalty program status on member's behavior. DLSU Business and Economics Review, 23 (1), 1-9. Retrieved from https://animorepository.dlsu.edu.ph/faculty_research/708
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