A better way to design loyalty programs

Eric Lowitt

37 citations0/0 files storedStrategy and Leadership

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Customer Service Quality and Loyalty Consumer Market Behavior and Pricing Customer churn and segmentation

Abstract

Purpose – The US retail industry seems headed toward a zero‐sum game, a place where growth comes from taking customers away from competitors. This paper aims to present three steps to reduce the risk of defection of customers.

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References

2009Managing customer loyalty through the mediating role of satisfaction in the DIY retail loyalty program 2009The Drivers of Loyalty Program Success

Cited by

2015Should Firms Use Small Financial Benefits to Express Appreciation to Consumers? Understanding and Avoiding Trivialization Effects 2016CUSTOMER LOYALTY PROGRAM AS A TOOL OF CUSTOMER RETENTION: LITERATURE REVIEW 2015Customer Loyalty Program Management 2019Does a reward program affect customers’ behavioural intention of visiting the airport? A case study of Singapore Changi Airport 2023How gamified online loyalty programs enable and facilitate value co-creation: a case study within a sports-related service context

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