Blockchain technology is predicted to become a powerful driver of marketing transformation.
At present, most envisioned use cases are in an early stage with an uncertain industrial …

The purpose of this article is to review the literature on customer relationship management
(CRM) to analyze the trends in CRM approaches, activities, tools, and implementation from …

This study examines the differential effects of the benefits customers receive from a loyalty
program (LP) on satisfaction with the LP, trust in the LP, and store loyalty for high-and low …

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 …

Purpose Non-fungible tokens (NFTs) are gaining popularity as investments and personal
indulgences, prompting brands to integrate them into marketing campaigns. Thus …

Purpose Despite the abundance of B2B loyalty programs (LPs), the research on their
interplay with relationship marketing is scarce. The purpose of this paper is to investigate a …

This study explores the effects of relational benefits on consumers' extra-role (civic virtue)
and in-role (consumer loyalty) behaviors from social identity and social exchange …

Purpose The purpose of this paper is to analyze effects of absorptive capacity (ACAP) on
organizational performance. The model looks at the mediating influence of marketing …

Purpose Frontline service providers are a key touchpoint in a customer's overall experience
with a brand. Though they are recognized as important contributors to brand experiences …

Firms typically utilize loyalty programs to encourage repeat purchases. In particular,
frequency reward programs and customer tier programs are the two predominant loyalty …