@incollection{, F00888C718919BE6D8FA32B76417C433 , author={{JuanjuanJiang} and {Guangdong University of Technology}}, journal={{Global Journal of Management and Business Research}}, journal={{GJMBR}}2249-45880975-585310.34257/GJMBR, address={Cambridge, United States}, publisher={Global Journals Organisation}13104347 } @incollection{b0, , title={{Do Customer Loyalty Programs Really Work?}} , author={{ RGrahame } and { JDowling & Mark Uncles }} , journal={{Sloan Management Review}} 38 , year={1997} } @book{b1, , title={{Customer Loyalty-How to Earn It, How to Keep It}} , author={{ JillGriffin } and { M }} , year={2002} , publisher={Jossey-Bass} } @incollection{b2, , title={{}} , author={{ OliverRichard } and { LWhence Consumer } and { Loyalty }} , journal={{Journal of Marketing}} 63 , year={1999} } @incollection{b3, , title={{Are Loyal Customers Profitable?}} , author={{ OyvindHelgesen } and { J }} , journal={{Journal of Marketing Management}} 22 , year={2006} } @incollection{b4, , title={{Zero Defects: Quality Comes to Services}} , author={{ FReichheld } and { WSasser }} , journal={{Harvard Business Review}} , year={1990. Sept-Oct} } @incollection{b5, , title={{Mismanagement of Loyalty}} , author={{ WernerReinartz } and { VKumar } and { J }} , journal={{Harvard Business Review}} , year={2002. July 2002} } @incollection{b6, , title={{The behavioral consequences of service quality}} , author={{ V AZeithaml } and { L LBerry } and { AParasuraman }} , booktitle={{The Journal of Marketing?1996}} }