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The influence of creative and innovative loyalty programs’ features on customers’ attitudinal, conative, and behavioural loyalty

Companies allocate significant resources in loyalty programs with the primary goal of enhancing customer loyalty. However, the effectiveness of these programs is now a subject of academic debate. Scholars highlight concerns such as the creation of spurious loyalty, the need for perceived value, and...

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Hoofdauteurs: Kristina Zikienė, Asta Kyguolienė, Justinas Kisieliauskas
Formaat: Artigo
Taal:Inglês
Gepubliceerd in: Vilnius Gediminas Technical University 2024-05-01
Reeks:Creativity Studies
Onderwerpen:
attitudinal loyalty
behavioural loyalty
conative loyalty
creativity
customer loyalty
innovation
Online toegang:https://journals.vilniustech.lt/index.php/CS/article/view/20130
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