Advancing research on loyalty programs: a future research agenda

Els Breugelmans (), Tammo Bijmolt (), Jie Zhang (), Leonardo Basso (), Matilda Dorotic (), Praveen Kopalle (), Alec Minnema (), Willem Mijnlieff () and Nancy Wünderlich ()

Marketing Letters, 2015, vol. 26, issue 2, 127-139

Abstract: Despite the growing literature on loyalty program (LP) research, many questions remain underexplored. Driven by advancements in information technology, marketing analytics, and consumer interface platforms (e.g., mobile devices), there have been many recent developments in LP practices around the world. They impose new challenges and create exciting opportunities for future LP research. The main objective of this paper is to identify missing links in the literature and to craft a future research agenda to advance LP research and practice. Our discussion focuses on three key areas: (1) LP designs, (2) Assessment of LP performance, and (3) Emerging trends and the impact of new technologies. We highlight several gaps in the literature and outline research opportunities in each area. Copyright Springer Science+Business Media New York 2015

Keywords: Loyalty programs; Loyalty program design; Loyalty program performance assessment; Emerging trends; Partnership loyalty programs; Customer relationship management (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (41)

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DOI: 10.1007/s11002-014-9311-4

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