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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Autores principales:	Kristina Zikienė, Asta Kyguolienė, Justinas Kisieliauskas
Formato:	Artigo
Lenguaje:	Inglês
Publicado:	Vilnius Gediminas Technical University 2024-05-01
Colección:	Creativity Studies
Materias:	attitudinal loyalty behavioural loyalty conative loyalty creativity customer loyalty innovation
Acceso en línea:	https://journals.vilniustech.lt/index.php/CS/article/view/20130
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