Marketing of happiness: The role of customer loyalty on happiness

Gina María Pipoli de Azambuja, Gustavo Rodríguez-Peña, Enver Gerald Tarazona Vargas

Producción científica: Contribución a una revistaArtículo de revista revisión exhaustiva

Resumen

This study aims to analyze the effect of loyalty on customer happiness. Therefore, the role of psychological variables such as copying, and attachment styles were studied. The sample was comprised of 524 cases corresponding tdo Peruvian customers. A multiple linear regression model was performed to evaluate our hypotheses. The stepwise method was used to select variables using AIC. An important finding of this study was that concrete and abstract loyalties can predict happiness among Peruvian customers. In terms of originality, the article evaluates the effect of loyalty on happiness that represents a research gap and contributes to debate about the marketing purpose.

Idioma originalInglés
Páginas (desde-hasta)228-258
Número de páginas31
PublicaciónJournal of Promotion Management
Volumen29
N.º2
Fecha en línea anticipada14 nov. 2022
DOI
EstadoPublicada - 2023

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© 2022 Taylor & Francis Group, LLC.

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