Enduring Effects of Goal Achievement and Failure Within Customer Loyalty Programs: A Large-Scale Field Experiment
Published Online:21 Jan 2016https://doi.org/10.1287/mksc.2015.0966
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Volume 35, Issue 4
July-August 2016
Pages 539-692
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- Received:May 06, 2013
- Accepted:August 11, 2015
- Published Online:January 21, 2016
Copyright © 2016, INFORMS
Cite as
Yanwen Wang, Michael Lewis, Cynthia Cryder, Jim Sprigg (2016) Enduring Effects of Goal Achievement and Failure Within Customer Loyalty Programs: A Large-Scale Field Experiment. Marketing Science 35(4):565-575.
https://doi.org/10.1287/mksc.2015.0966
Keywords
