Loyalty programs (LPs) are an important marketing instrument used to promote repeat
purchases and customer relationships. Although numerous studies have shed light on the …

Loyalty programmes (LPs) have increased in number and popularity, but their effects on
customer behaviour remain equivocal, due to a lack of understanding of the drivers of LP …

In this paper, we investigate the effectiveness of a firm's proactive management of customer-
to-customer communication. We are particularly interested in understanding how, if at all, the …

As exemplary instruments of relationship marketing, loyalty programs are being
implemented and studied at an unprecedented rate. Yet real-world efforts often fail—or at …

Firms make large investments in loyalty programs (LPs) to build customer relationships with
customer loyalty as one of their primary goals. Despite the popularity of LPs, their …

Consumers may overestimate the precision of their demand forecasts. This overconfidence
creates an incentive for both monopolists and competitive firms to offer tariffs with included …

Understanding customer behaviour is critical to retaining loyal customers and attracting new
ones when considering an airline brand. Most airlines have frequent-flyer programs (FFPs) …

For industries with low switching costs, customer loyalty programs (LPs) have potential to
drive differentiation and sustain a competitive advantage. However, incentives provided …

During the last few years there has been an increasing trend for companies to market their
products or services as green or environmentally friendly as part of their corporate social …

We estimate the joint impact of the frequency reward and customer tier components of a
loyalty program on customer behavior and resultant sales. We provide an integrated …