As part of the Customer Relationship Management elective, our team has come up with a one-page summary of the paper published by Leenheer, J., van Heerde, H.J., Bijmolt, T.H.A., and Smidts, A. (2007)  titled “Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members.”.


Team Members: Chua Jialing Vivien, Liang Jialiang, Prateek Nagaria, Supriyaa