CMMU doctoral student and Faculty member to present their research paper in ANZMAC2012.

Boonying Kongarchapatra, CMMU doctoral candidate and Asst. Prof. Dr. Randall Shannon, CMMU doctoral faculty and advisor to Boonying, will presented their paper entitled: Investigating the Effectiveness of a Loyalty Program Through the Relationships of Program Design, Implementation, and Customer Loyalty at the 2012 Australian and New Zealand Marketing Academy at Adelaide, Australia.

This paper investigated the relationships among design, implementation, and consequences of instrument, especially in terms of customer loyalty. The findings indicated that the design effectiveness was positively related to the customer loyalty both toward the programs themselves and the stores and emphasize the importance of the consideration of all related factors together to ensure the effectiveness of loyalty schemes. Click here for the abstract of this paper. For more information about this conference, please click on the anzmac logo below.