Please use this identifier to cite or link to this item:
|Title:||How effective are loyalty reward programs in driving share of wallet?|
|Authors:||Wirtz, J. |
Share of wallet
|Citation:||Wirtz, J., Mattila, A.S., Lwin, M.O. (2007). How effective are loyalty reward programs in driving share of wallet?. Journal of Service Research 9 (4) : 327-334. ScholarBank@NUS Repository. https://doi.org/10.1177/1094670506295853|
|Abstract:||This study, set in a credit card context, examines the impact of loyalty programs on share of wallet and explores the moderating role of attitudinal loyalty on this relationship. The authors are particularly interested in two characteristics of reward programs: their perceived attractiveness and perceived switching costs between loyalty programs. Their findings suggest that perceived switching costs are highly effective in driving share of wallet at low rather than high levels of attitudinal loyalty, and only when combined with an attractive reward program. The attractiveness of a reward program, on the other hand, has a positive impact on share of wallet regardless of the level of psychological attachment to the company. These findings are particularly important for service providers in markets characterized by undifferentiated product offerings and low perceived switching costs between service providers. © 2007 Sage Publicaitons.|
|Source Title:||Journal of Service Research|
|Appears in Collections:||Staff Publications|
Show full item record
Files in This Item:
There are no files associated with this item.
checked on Aug 16, 2018
WEB OF SCIENCETM
checked on Jul 24, 2018
checked on Jun 8, 2018
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.