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Keywords: Loyalty programes
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2018) 52 (3-4): 783–810.
Published: 29 January 2018
... loyalty programs are among the most popular formalized and relationship-based marketing tools used by companies today to create, develop and maintain relationships with their customers. By establishing a stronger bond between customers and their brand, firms hope to maintain their customer base...
