We evaluated the effect of a loyalty program in terms of its ability to alter normal repeatpurchase patterns and move a brand into an “excess loyalty” position. In doing so we replicate the work of (Sharp and Sharp, 1997) and extend the research by examining an almost identical loyalty program but in a more “promotion sensitive” market (and in a different country) and where a retaliatory price ...

be delivered to y:o:u~r ~h:om=:.:... __ .J_~Ea~t:. ~186~8=~AP~~Leaaed~::~w:Il: ' e::,.:.AP~.:W:.:~::e~p:h::oto:,:..UP::...:Leaaed==..:W:.:.:ir:e_.:F.:iv:..:II:...Ce=n::ta:.:.~.......::::. ___ ~Io:w~a~C!!.ity!;.~I~ow::!!a:....;, F:...!n~ · d~.:...!.~=~l~l.:.. • ..:.:19:::.:4:.:::9-.:.._V:...:o:.:I.:...:8::.:: 3~ • .:..:N~o.:... . .:..:1l:..:8_.J..._....;...~--.;,...,.... __________ _ ..... Op"in...

With the rapid development of e-commerce, e-commerce is becoming more and more competitive. How to improve customer loyalty, attract more new customers, and expand the market effectively, it is very important for the e-commerce enterprise. In this paper, a comprehensive model is proposed, which is based on generalized association rules and decision tree technology. The model is used for custome...

the aims of this paper are to measure the brand equity of e-banking services, and to improve the conceptualization of customer-based e-service brand equity. a pilot and a main study were conducted. the findings in this study support the model of customer-based brand equity in e-service. a pilot and a main study were conducted. this study used a sample of 130e-banking customers. from the interre...

Loyalty concept is analyzed under different points of view such as brand, customer or store loyalty. Furthermore, due to the advancements in relationship marketing concept and the raising prominence of building relationship with the customers, this study focuses on the store loyalty aspect and aims to investigate the relationship between store loyalty and the customers’ relational benefits (soc...

Although e-service quality (e-SQ) is vital for online purchases and loyalty, and the Internet is globalizing services, limited knowledge exists regarding the impact of Web users’ cultural profiles on their perceptions of e-SQ. Within the tourism industry, this is crucial as Web sites target multicultural users and firms are trying to develop localized Web stores. This study addresses this gap b...

Loyalty systems provide an interesting possibility for vendors in customer relationship management. This holds for both real world and online vendors. Beside potential benefits of loyalty systems, customers may fear an invasion of privacy, and thus often refuse to participate in such programs. In this paper, we present two variants of a privacyfriendly loyalty system to be used by online vendor...

In this paper, we present a conceptual framework that helps to better understand and assess the impacts of information technology on customer loyalty in retail banking. To do so, we define the concept of customer loyalty and identify its antecedents. A conceptual framework describing the impacts of information technology on loyalty is developed based on the literature in marketing, social psych...

Intense competition among a vast number of group-buying websites leads to higher product homogeneity, which allows customers to switch to alternative websites easily and reduce their website stickiness and loyalty. This study explores the antecedents of user stickiness and loyalty and their effects on consumers’ group-buying repurchase intention. Results indicate that systems quality, informati...