The effects of loyalty program introduction and design on short- and long-term sales and gross profits

Volume: 47, Issue: 4, Pages: 640 - 658
Published: Apr 22, 2019
Abstract
Loyalty programs (LPs) are marketing investments designed to foster behavioral loyalty among a firm’s best customers and, ultimately, increase firm performance. Surprisingly, the effectiveness of introducing LPs on firm performance in the short and long term has not been thoroughly evaluated. This research examines the extent to which introducing an LP can increase both firm sales and gross profits. Leveraging data from 322 publicly-traded firms...
Paper Details
Title
The effects of loyalty program introduction and design on short- and long-term sales and gross profits
Published Date
Apr 22, 2019
Volume
47
Issue
4
Pages
640 - 658
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