Working Papers

Dynamic Effects of Loyalty Rewards for Contractual Customers

Lena Steinhoff, Eric (Er) Fang, Robert W. Palmatier, and Kui Wang

Jul 25, 2016

What is the most effective means to deliver loyalty rewards to contractual customers? This study examines how three loyalty reward levers—value, timing, and targeting—affect customers’ contract expansion and retention in the telecommunications industry.

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