Effectiveness of Loyalty Programs in Customer Retention: A Multiple Mediation Analysis

The impact of loyalty programs on customer retention was investigated in this study. Concomitantly, the mediating effects of brand association and customer satisfaction between loyalty programs and customer retention were also tested in three ways, viz., in parallel, distinct, and sequential through...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	Jindal journal of business research 2021-06, Vol.10 (1), p.7-32
Hauptverfasser:	Fook, Andy Chin Woon, Dastane, Omkar
Format:	Artikel
Sprache:	eng
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!