Leveraging loyalty programs to build customer–company identification
T Brashear-Alejandro, J Kang, MD Groza - Journal of Business Research, 2016 - Elsevier
T Brashear-Alejandro, J Kang, MD Groza
Journal of Business Research, 2016•ElsevierThis study proposes that loyalty programs lead to customer–company identification (CCID)
formation. The empirical results show that non-financial benefits from loyalty programs can
promote CCID by inducing customers' feelings of status and belonging in a company-
initiated community. Relationship marketers interested in building customer identification
with loyalty programs therefore should design proper non-financial investment portfolios to
strengthen and confirm customers' feelings of status and belongingness.
formation. The empirical results show that non-financial benefits from loyalty programs can
promote CCID by inducing customers' feelings of status and belonging in a company-
initiated community. Relationship marketers interested in building customer identification
with loyalty programs therefore should design proper non-financial investment portfolios to
strengthen and confirm customers' feelings of status and belongingness.
Abstract
This study proposes that loyalty programs lead to customer–company identification (CCID) formation. The empirical results show that non-financial benefits from loyalty programs can promote CCID by inducing customers' feelings of status and belonging in a company-initiated community. Relationship marketers interested in building customer identification with loyalty programs therefore should design proper non-financial investment portfolios to strengthen and confirm customers' feelings of status and belongingness.
Elsevier
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