The role of loyalty programs in behavioral and affective loyalty

Journal of Consumer Marketing

Volumn 23, Issue 7, 2006, Pages 387-396

  Gómez, Blanca García ^a   Arranz, Ana Gutiérrez ^a   Cillán, Jesús Gutiérrez ^a  

^a UNIVERSITY OF VALLADOLID   (Spain)

Author keywords

Consumer behaviour; Customer loyalty; Customer retention; Loyalty schemes; Spain; Supermarkets

Indexed keywords

EID: 33750988231     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363760610712920     Document Type: Article

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