Browsing by Author "P. K. Kannan"
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Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value
Ruth N. Bolton; P. K. Kannan; Matthew D. Bramlett (Journal of the Academy of Marketing Science, 2000-01-01)Companies that offer loyalty reward programs believe that their programs have a long-run positive effect on customer evaluations and behavior. However, if loyalty rewards programs increase relationship durations and usage ...