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...

Purpose – Although relationship marketing has developed into the prevailing marketing paradigm, it frequently encounters resistance from the demand side. Both management practitioners and academics indicate that at least some consumers show reactance against loyalty programs, i.e. against...

Purpose – This article aims to examine US loyalty marketing industry size and analyzes growth trends. Design/methodology/approach – The article provides a discussion on COLLOQUY's benchmark‐setting measurement. Findings – US loyalty rewards program membership has reached 1.3 billion,...

Purpose – This research aims to explore the extent to which pub or bar discount cards that are distributed to students function as loyalty cards, or make a contribution to relationship building. The research also aims to make a contribution to the role of “instant discount” loyalty cards....

Purpose – The purpose of this paper is to investigate customer loyalty program membership effects from a multi‐faceted relational outcome perspective. Design/methodology/approach – A model was developed to assess hypothesized loyalty program effects on a series of linkages between...