Browsing by Author "Smidts, Ale"

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Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members

Leenheer, Jorna; van Heerde, Harald J.; Bijmolt, Tammo H.A.; Smidts, Ale (Elsevier, 2007)

One of the pressing issues in marketing is whether loyalty programs really enhance behavioral loyalty. Loyalty program members may have a much higher share-of-wallet at the firm with the loyalty program than non-members ...

Ale Smidts has 3 co-authors in Research Commons.