INTERACTIONS ARE THE NEW TRANSACTIONS: CUSTOMER ENGAGEMENT AS A SUCCESS FACTOR IN LOYALTY PROGRAMS

摘要

We analyzed the data by using t-tests, ANOVAs and SEM. As the field study reveals, attitudinal loyalty towards the loyalty program and towards the company was significantly higher for those participants, who took part in the social media interaction, than for the other part of the sample. Furthermore, participating in a social media interaction positively moderates the impact of program loyalty on attitudinal constructs.