Unveiling the interplay between blockchain and loyalty program participation: A qualitative approach based on Bubichain

Keeping motivated customers partaking in point exchange activities is a major challenge in extant loyalty program (LP) studies. In the literature, IT or its applications play a paramount role in enabling firms to offer superior services and consequently deepen the relationships with their customers. Although already applied to augment customer experience and increase participation in practice, how blockchain applications interact with the LP...