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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