On the Profitability of Loyalty-Reference-Cited by-同舟云学术

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On the Profitability of Loyalty

Published:2024-06-11 Issue: Volume: Page:
ISSN:0732-2399
Container-title:Marketing Science
language:en
Short-container-title:Marketing Science

Author:

Lei Ying¹^ORCID,Shen Ji²,Yang Ei³^ORCID,Zhai Xin⁴^ORCID

Affiliation:

1. Business Department, New York University Shanghai, Shanghai 200122, China;

2. Guanghua School of Management, Peking University, Beijing 100871, China;

3. School of Finance, Shanghai University of Finance and Economics, Shanghai 200437, China;

4. Guanghua School of Management, Peking University, Beijing 100871, China

Abstract

This paper characterizes repeat-purchase loyalty in a dynamic competitive environment and discusses the profitability of different types of loyalty driven by switching costs and positive brand preferences.

Publisher

Institute for Operations Research and the Management Sciences (INFORMS)

Link

https://pubsonline.informs.org/doi/pdf/10.1287/mksc.2022.0109

Reference34 articles.

1. Multi-Period Competition with Switching Costs

2. Dynamic pricing in customer markets with switching costs

3. The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty

4. Paying Customers to Switch

5. A Two-Dimensional Concept of Brand Loyalty

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