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Keywords: Medium preference
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Journal Articles
International Journal of Retail & Distribution Management (2017) 45 (2): 195–210.
Published: 13 February 2017
...Marco Ieva; Cristina Ziliani Purpose The purpose of this paper is to identify patterns of medium preference for loyalty programs (LPs) among members to support the case for segmenting customers based on their medium preference. Design/methodology/approach A survey of nearly 2,000 customers who...
