European Journal of Marketing · 2013 · 23 citations · 42 references
BusinessMarketingMarketing ManagementMarketing StrategyRelationship MarketingStrategic MarketingBrand LoyaltyConsumer LoyaltyCustomer LoyaltyCustomer SatisfactionLoyalty Program ManagementUncertainty PerceptionAggregationConsumer UncertaintyLoyalty Program EffectivenessLoyalty Program EffectsLoyalty Program MarketingLoyalty Program RewardsReward FramingSegregation
Purpose The present study seeks to examine how perceived uncertainty of reward schedule and reward frame (i.e. segregated vs aggregated) affect consumers ' evaluation of loyalty programs.
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