Leenheer, J.; Heerde, H.J. van; Bijmolt, T.H.A.; Smidts, A. - Erasmus Research Institute of Management (ERIM), ERIM … - 2006
One of the pressing issues in marketing is whether loyalty programs really enhance behavioral loyalty. Loyalty program members may have a much higher share-of-wallet at the firm with the loyalty program than non-members have, but this does not necessarily imply that loyalty programs are...