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Loyalty Programs: Generalizations on Their Adoption, Effectiveness and Design


Bijmolt, Tammo H.A.; Dorotić, Matilda; Verhoef, Peter C.
Loyalty Programs: Generalizations on Their Adoption, Effectiveness and Design, Hanover, MA, USA: Foundations and Trends in Marketing, Now Publishers, 2011 (monografija)


Naslov
Loyalty Programs: Generalizations on Their Adoption, Effectiveness and Design

Autori
Bijmolt, Tammo H.A. ; Dorotić, Matilda ; Verhoef, Peter C.

Vrsta, podvrsta i kategorija knjige
Autorske knjige, monografija, pregledna

Izdavač
Foundations and Trends in Marketing, Now Publishers

Grad
Hanover, MA, USA

Godina
2011

Stranica
63

ISBN
978-1-60198-500-2

Ključne riječi
loyalty programs; generalizations; effectiveness; adoption; design

Sažetak
Loyalty programs (LPs) have increased in popularity, and have been studied extensively in the academic literature with mixed findings. Therefore, we offer an overview of extant research on LPs. We derive generalizations on the effectiveness and best design of LPs, discuss conditions that mediate and moderate the effects of LPs on customer behavior and attitudes, and highlight avenues for further research. Overall, we conclude that LPs are effective in increasing consumer purchase behaviors over time, but their impact differs across consumer segments and markets. Numerous practical examples illustrate the points discussed. Overall, this monograph provides insights to researchers and practitioners through a comprehensive, research-based synthesis of current knowledge. As a consequence, LP managers may better understand the implications of LP adoption, and ultimately improve the effectiveness of their LPs.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
DOI: 10.1561/1700000026



POVEZANOST RADA


Projekt / tema
055-0551207-0771 - Marketinški pristup oblikovanju identiteta jadranskog prostora (Biljana Crnjak-Karanović, )

Ustanove
Ekonomski fakultet, Split

Profili:

Avatar Url Matilda Dorotić (autor)

Citiraj ovu publikaciju

Bijmolt, Tammo H.A.; Dorotić, Matilda; Verhoef, Peter C.
Loyalty Programs: Generalizations on Their Adoption, Effectiveness and Design, Hanover, MA, USA: Foundations and Trends in Marketing, Now Publishers, 2011 (monografija)
Bijmolt, T., Dorotić, M. & Verhoef, P. (2011) Loyalty Programs: Generalizations on Their Adoption, Effectiveness and Design. Hanover, MA, USA, Foundations and Trends in Marketing, Now Publishers.
@book{book, collectioneditor = {Eliashberg, Jehoshua and Ho, Teck H. and Luce, Mary Frances}, year = {2011}, pages = {63}, keywords = {loyalty programs, generalizations, effectiveness, adoption, design}, isbn = {978-1-60198-500-2}, title = {Loyalty Programs: Generalizations on Their Adoption, Effectiveness and Design}, keyword = {loyalty programs, generalizations, effectiveness, adoption, design}, publisher = {Foundations and Trends in Marketing, Now Publishers}, publisherplace = {Hanover, MA, USA} }