Type and timing of rewards as influencing factors on the value perception of a customer loyalty program

The research introduces a novel customer loyalty model that assesses how reward systems impact the perceived value of loyalty programs, specifically within the automobile industry. It explores the distinctions between direct and indirect premiums, as well as delayed versus proactive reward programs. This two-part empirical study aims to uncover how the type and timing of rewards influence customer perceptions, marking a significant departure from previous studies that primarily focused on low involvement settings.