# Rewards that undermine customer loyalty? A motivational approach to loyalty programs

> Research article (Psychology and Marketing, 2017) · cited 69× · AI/ML

**Wikidata**: [openalex:W2744333552](https://www.wikidata.org/wiki/openalex:W2744333552)  
**Source**: https://4ort.xyz/entity/rewards-that-undermine-customer-loyalty-a-motivational-approach-to-loyalty-programs