Loyalty Programs

Generalizations on Their Adoption, Effectiveness and Design
1. Auflage 2011
ISBN: 978-1-60198-500-2
Verlag: Now Publishers

Buch, Englisch, Band 19, 70 Seiten, Format (B × H): 156 mm x 234 mm

Reihe: Foundations and Trends® in Marketing

Loyalty Programs: Generalizations on Their Adoption, Effectiveness and Design provides an overview of extant research on loyalty programs, derive generalizations on the effectiveness and best design of loyalty programs, and highlight avenues for further research. This monograph supports both researchers and practitioners through a comprehensive, research-based synthesis of current knowledge. In addition, it aims to help companies with loyalty programs improve their performance. Finally, companies that are still contemplating loyalty programs will better understand the implications of such programs through this overview.

Autoren/Hrsg.

Bijmolt, Tammo H.A.

Dorotic, Matilda

Verhoef, Peter C.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

1. Introduction. 2. Definition of Customer Loyalty and Loyalty Programs. 3. Conceptual Framework. 4. LP Adoption by Firms and Customers. 5. Behavioral Responses to LPs. 6. Attitudinal responses to LPs. 7. Points-Pressure and Rewarded Behavior Mechanisms. 8. Personalized Marketing. 9. Role of LP Design. 10. Conclusions and Discussion. References.