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The role of loyalty programs in behavioral and affective loyalty

✍ Scribed by Gómez, Blanca García; Arranz, Ana Gutiérrez; Cillán, Jesús Gutiérrez

Book ID
111981745
Publisher
Emerald Group Publishing Limited
Year
2006
Tongue
English
Weight
140 KB
Volume
23
Category
Article
ISSN
0736-3761

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## Abstract This paper addresses some important issues involving the effective deployment of ever‐increasing VIP program budgets. Recent research results on the effects of VIP programs have been somewhat mixed. Some studies have found a positive influence on consumer behavior, while others report n