The Theoretical Underpinnings of the Influence of Customer Reward Programs on Customer Retention: A Framework and Propositions for Future Research

Abstract

This paper proposes a framework and propositions for future research on the influence of customer reward programs on customer retention by reviewing the studies on the customer reward programs by employing the SEM and discrete choice dynamic programming model. This framework will give rationale and advices theoretically on how to implement relationship marketing instrument in CRM, further, it will enrich the research methods and means of related themes to enterprise information systems.