Başgöze, Pınar; Atay, Yaprak; Metin Camgöz, Selin; … - In: Journal of Service Theory and Practice 31 (2021) 6, pp. 932-949
Purpose: The purpose of this study is to evaluate the impact of reward structure on the customer's value perception of the program, loyalty to the program and loyalty to the firm. Design/methodology/approach: A 2 (type of reward) x 2 (timing of redemption) between subjects experimental design...