Evaluating the Effect of Affinity Card Programs on Customer Profitability Using Propensity Score Matching

Journal of Interactive Marketing

Volumn 27, Issue 2, 2013, Pages 83-97

  Bakhtiari, Ali ^a   Murthi, B P S ^a   Steffes, Erin ^b  

^a UNIVERSITY OF TEXAS AT DALLAS   (United States)

^b TOWSON UNIVERSITY   (United States)

Author keywords

Affinity credit cards; Customer profitability; Customer relationship marketing; Propensity score matching

Indexed keywords

EID: 84876976942     PISSN: 10949968     EISSN: 15206653     Source Type: Journal    
DOI: 10.1016/j.intmar.2012.10.003     Document Type: Article

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