New GIBS research article: Designing for loyalty programme effectiveness in the financial services industry by Sonja Fourie, Michael Goldman and Michael McCall.
This study extends and tests a model determining how customer perceived benefits affect perceived relationship investment and brand relationship quality as mediators to behavioural and attitudinal loyalty with type and timing of rewards as moderators. A quantitative methodology and survey approach was applied using randomly selected stratified sampling resulting in 277 financial services loyalty programme […]
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