UNDERSTANDING FEMALE SEGMENTS BASED ON BENEFIT OF LOYALTY PROGRAM

UNDERSTANDING FEMALE SEGMENTS BASED ON BENEFIT OF LOYALTY PROGRAM

loyalty programs in banking need to look at the dynamics of female consumers, especially when digital businesses dominate marketing transactions. In the literature, segmentation studies are mostly carried out on retail services, airlines, and hotels, which are rare in banking, especially related to...

Full description

Bibliographic Details
Main Authors: Yudi Sutarso, Larasati Ayu Sekarsari, Aniek Maschudah Ilfitiah, Laila Saleh Martha
Format: Article
Language:English
Published: University of Brawijaya 2023-06-01
Series:Jurnal Aplikasi Manajemen
Subjects:
loyalty program
perceived value
loyalty
female customer
perceived security
banking services
Online Access:https://jurnaljam.ub.ac.id/index.php/jam/article/view/2923

Internet

https://jurnaljam.ub.ac.id/index.php/jam/article/view/2923

Similar Items