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Full-Text Articles in Business
Electronic Word Of Mouth: The Effects Of Incentives On E-Referrals By Senders And Receivers, Jan Ahrens, James R. Coyle, Michal Ann Strahilevitz
Electronic Word Of Mouth: The Effects Of Incentives On E-Referrals By Senders And Receivers, Jan Ahrens, James R. Coyle, Michal Ann Strahilevitz
School of Economics and Business Administration Faculty Works
No abstract provided.
The Long-Term Impact Of A Loyalty Program: An Evaluation From A Las Vegas Casino Hotel, Myongjee Yoo
The Long-Term Impact Of A Loyalty Program: An Evaluation From A Las Vegas Casino Hotel, Myongjee Yoo
UNLV Theses, Dissertations, Professional Papers, and Capstones
Loyalty programs are popular marketing strategies intended to attract, maintain, and enhance customer relationships. Despite the widespread usage of loyalty programs across various businesses, its effectiveness has not been well validated. Few empirical studies attempted to evaluate the value of loyalty programs but the findings have been conflicting with each other. Given the competitive climate of such a highly saturated competitive market of the hospitality industry, it is meaningful for hospitality marketers to evaluate the effectiveness of loyalty programs to increase customer retention and profitability. Therefore, the main purpose of this study was to examine the effectiveness of a hospitality …