The increasing competition and the high connectivity among companies have resulted in a focus on networks, rather than on a single company. Accordingly, literature has emphasized network value as a
Recent figures show that, unless rising number of enrollments, consumers become less active and engaged with their loyalty programs (LPs). Firms tend to spend more time and money in enrollment
This research examines long-term loyalty change in a wide variety of packaged good categories in the UK and USA, over time periods between six to thirteen years. The study uses φ, expressed as S,
Brand love can be considered as the most intensive consumer brand relationship. It has become a hot topic in research as well as in marketing practice. Surprisingly, the fundamental question whether
Previous research has identified customer satisfaction (CS) and customer–company identification (CCI) as two of the most important concepts in relationship marketing. Despite their proclaimed
