Managing loyalty program communications in the digital era: Does culture matter?
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DOI: 10.1016/j.jretconser.2021.102476
Abstract: Abstract This research addresses an important, yet under-researched, issue concerning the real-time management of loyalty programs (LPs) in the digital era: how to leverage culture-specific communications to motivate LP members to pursue and redeem program… read more here.
Keywords: loyalty program; managing loyalty; digital era; culture ... See more keywords