Loyalty Programs
Generalizations on Their Adoption, Effectiveness and Design
1st Edition
Published on 18. November 2011
Book
Paperback/Softback
80 pages
978-1-60198-500-2 (ISBN)
Description
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.
More details
Series
Language
English
Place of publication
Hanover
United States
Target group
Professional and scholarly
Dimensions
Height: 234 mm
Width: 156 mm
Thickness: 4 mm
Weight
127 gr
ISBN-13
978-1-60198-500-2 (9781601985002)
DOI
10.1561/1700000026
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Schweitzer Classification
Content
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.