Divett, Megan; Crittenden, Nadia; Henderson, Ron - In: Journal of Consumer Marketing 20 (2003) 2, pp. 109-126
Previous attempts to enhance consumer loyalty have failed, including point reward schemes such as frequent fliers. In … response to the poor performance of existing loyalty programs, this study explores an alternative way of actively influencing … consumer loyalty and subsequent purchase behavior. A field experiment was conducted on 240 customers of a theater subscription …