Article2015

BRAND LOYALTY AND LOYALTY PROGRAMS; A LITERATURE REVIEW

31 citations0/0 files storedRePEc: Research Papers in Economics

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Customer Service Quality and Loyalty Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

Global and competitive markets have led businesses to cope with many challenges. Technology development has brought many businesses to deal with advantages which last less than before. It becomes increasingly difficult for a company to differentiate its products as they are perceived as easily imitable and fairly standard. Brand and brand loyalty come as a solution for creating a strong and long term competitive advantage for any business. The main objective of this paper is to examine the construct of brand, brand loyalty and loyalty programs. It uses secondary data from the existing literature to describe the significance of each of these constructs and their implementation on the business. It explains the benefits derived for the businesses and customers from having a strong brand and creating and developing brand loyalty. It also describes the use of loyalty programs and the benefits derived from these programs. The findings demonstrate that brand and brand loyalty are important means on the activities of today businesses. They should be studied thoroughly and empirically not only in developed but also on developing countries and in different sector of the economy. Loyalty programs should be applied properly in order to gain profitability.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1996The Behavioral Consequences of Service Quality 1999Whence Consumer Loyalty?2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1994Customer Loyalty: Toward an Integrated Conceptual Framework 1990Zero defections: quality comes to services.1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1991Managing Brand Equity

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2016CUSTOMER LOYALTY PROGRAM AS A TOOL OF CUSTOMER RETENTION: LITERATURE REVIEW 2023Ascertaining the effects of service quality on customer loyalty in the context of ocean freight forwarders: An integration of structural equation modeling and network data envelopment analysis 2019DETERMINANTS OF TRUST AND CUSTOMER LOYALTY ON C2C E-MARKETPLACE IN INDONESIA 2020The Moderating Effect of Brand Trust on The Relationship Between Customer Brand Engagement and Brand Loyalty: A Conceptual Review 2023Marketing communications’ dimensions and brand loyalty in the banking sector

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