Purpose – This study aims to present a taxonomic framework that categorizes hotel loyalty program members on the basis of involvement and a mix of behavioral outcome variables. Design/methodology/approach – The taxonomy is derived through mixture modeling from a sample of 1,395 loyalty...

Purpose – The aim of this paper is to analyze the behavioral and affective loyalty of retailer customers in order to establish the role played by loyalty programs in the development of these variables. Design/methodology/approach – Research data were taken from a survey carried out on 750...

Purpose – The US retail industry seems headed toward a zero‐sum game, a place where growth comes from taking customers away from competitors. This paper aims to present three steps to reduce the risk of defection of customers. Design/methodology/approach – Despite the widespread prevalence...

Full-text of this article is not available in this e-prints service. This article was originally published [following peer-review] in Journal of Consumer Marketing, published by and copyright Emerald Group Publishing Ltd.

A loyalty program consists of an integrated system of marketing activities, aimed at increasing members’ loyalty by rewarding customers according to their purchasing frequency and amount spent. Loyalty schemes, customer clubs and sales promotion techniques are the most common relationship...

Purpose – This paper aims to examine the banking industry's expanding use of loyalty marketing programs to build profitable relationships with customers. Banks' relationship‐building strategies fall into two categories: full‐blown multi‐product loyalty programs and narrower programs that...