Template-Type: ReDIF-Paper 1.0
Author-Name: Verhoef, P.C.
Author-Name-Last: Verhoef
Author-Name-First: Peter
Author-Person: pve19
Title: The Joint Effect of Relationship Perceptions, Loyalty Program and Direct Mailing on Customer Share Development
Abstract: In  this  paper,  we  examine  the  effect  of  relationship  perceptions  and  relationship  marketing instruments  on  customer  share  development.  We  also  study  the  interaction  effect  of  these instruments with behavioral loyalty and relationship perceptions. This study is executed among a sample of customers of a financial service provider. Our results show that commitment positively affects changes in customer share, while loyalty program membership and direct mailings also have a positive effect. We also find that satisfaction has a smaller effect among members of the loyalty program, while our results also reveal some preliminary evidence to support the notion that loyalty programs are less effective among behavioral loyal customers.
Creation-Date: 2002-03-01
File-URL: https://repub.eur.nl/pub/174/erimrs20020301141948.pdf
File-Format: application/pdf
Series: RePEc:ems:eureri
Number: ERS-2002-27-MKT
Classification-JEL: C44, M, M31
Keywords: customer loyalty, customer relationship management, marketing instruments marketing models, marketing research
Handle: RePEc:ems:eureri:174