What Makes Happy Consumers Loyal? Reward Or Sense of Accomplishment?: Ways to Enhance Program Loyalty With Limited Reward

Present research investigates what aspects of a reward program make consumers who are satisfied with their lives loyal. The results imply that (1) not reward but sense of accomplishment makes them loyal, and that (2) not a decreasing point accumulation trend but an increasing trend work as a moderator.



Citation:

Youjae Yi and Eujin Park (2012) ,"What Makes Happy Consumers Loyal? Reward Or Sense of Accomplishment?: Ways to Enhance Program Loyalty With Limited Reward", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 422-423.

Authors

Youjae Yi, Seoul National University, South Korea
Eujin Park , Seoul National University, South Korea



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



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