Specific feature of loyalty of two-wheeled motor vehicles buyers and ownes

Student: Ostasheva Elena

Educational Programme: Master

Final Grade: 9

Year of Graduation: 2014

The author investigates how characteristics of rewards of loyalty program influence intention to participate in loyalty program. The results show that perceived value is a mediator between rewards of loyalty program and intention to participate. Besides direct dewards are preferable to indirect rewards, immediate rewards are more valuable than delayed.

Full text (added May 18, 2014) (577.79 Kb)

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