On the Profitability of Loyalty

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.

• 저널Marketing Science · 44(2) · 306–326
• 토픽Consumer Market Behavior and Pricing · Marketing
• DOI10.1287/mksc.2022.0109
• 저자Ying Lei, Ji Shen, Ei Yang, Xin Zhai