Investigating the Patterns of Loyalty Points Redemption in a Loyalty Program at a Bank: The Case of a Commercial Bank in Lebanon

Abstract:

The Lebanese banking industry includes 142 banks in total, divided into small, medium and large-size, privately owned commercial banks; investment banks; Islamic banks; Some of these are 100% Lebanese and they total 32 banks while the remaining ones are foreign and mixed banks. (Banking control commission of Lebanon, n.d.). This industry is regionally renowned for its openness and endorsement of the country’s liberal economy, especially with the expansion of the Lebanese banks in diverse countries around the world through their branches, affiliated companies, subsidiaries and representative offices, not to mention their profound ongoing relationships with corresponding banks worldwide (Association of banks in Lebanon, 2018).