How Effective Are Loyalty Reward Programs in Driving Share of Wallet?

By Jochen Wirtz, Anna S. Mattila, May Oo Lwin. 2007

234 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/c32370a2d17626cbdd17b681a70462efa4ea90a6

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. S. Tanford
2. Eunmin Hwang
3. Seyhmus Baloglu
4. Carola Raab
5. Yen-Soon Kim
6. K. Kaplanidou
7. Samuel S. Kim

In Organizational Behavior and Human Resource Management

1. S. Tanford
2. Eunmin Hwang
3. Seyhmus Baloglu
4. Carola Raab
5. Yen-Soon Kim

Citations in the corpus

• Building loyalty through reward programs: The influence of perceptions of fairness and brand attachment (2019, background): “Moreover, experimental research indicates that the relative attractiveness of reward programs and perceived switching costs between programs influences share of wallet for credit card usage (Wirtz et al., 2007).”
• The Influence of Reward Program Membership and Commitment on Hotel Loyalty (2011, methodology): “Although research on the monetary value of loyalty is limited, the Wirtz et al. (2007) study on SOW described above as well as Fullerton’s (2003) research on WTP suggest that loyal customers are less price sensitive than nonloyal customers.”