Elissa, Bou Arbid
(Notre Dame University-Louaize, 2018)
Purpose - This research attempts to analyze the impact of demographical factors and
credit cardholder's criteria of clients on their credit card spending to investigate how
the total spending affects accumulation of loyalty points of cardholders to after the
introduction of a loyalty program.
Design/methodology/approach - This study relies on a sample of 477 credit
cardholders active on the bank's loyalty program over a period of 2 years. This
research is deductive and quantitative in nature, and it tests 15 hypotheses linking the
demographical factors and cardholders' characteristics to ...