Gupta NK, Adhikari K. Assessing the Effectiveness of Loyalty Programs on Consumers’ Buying Behavior: Evidence from Kathmandu Valley. QJMSS [Internet]. 2026 May 6 [cited 2026 May 9];8(1):203-17. Available from: https://www.nepjol.info/index.php/qjmss/article/view/91926