Liu, Stephanie Q.; Mattila, Anna S. - In: Journal of Services Marketing 30 (2016) 6, pp. 576-585
Purpose Presently, loyalty programs often offer preferential treatment to the firm’s best customers, and recently …, service firms started to incorporate corporate social responsibility (CSR) initiatives into the loyalty reward programs (e …-focused loyalty programs is lacking. To bridge that gap, this paper aims to examine the influence of a “green” loyalty program on …