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Refocusing loyalty programs in the era of big data: a societal lens paradigm

Valeria Stourm (), Scott A. Neslin (), Eric T. Bradlow (), Els Breugelmans (), So Yeon Chun (), Pedro Gardete (), P. K. Kannan (), Praveen Kopalle (), Young-Hoon Park (), David Restrepo Amariles (), Raphael Thomadsen (), Yuping Liu-Thompkins () and Rajkumar Venkatesan ()
Additional contact information
Valeria Stourm: HEC Paris
Scott A. Neslin: Dartmouth College
Eric T. Bradlow: Wharton School of the University of Pennsylvania
Els Breugelmans: KU Leuven
Pedro Gardete: Nova School of Business and Economics
P. K. Kannan: University of Maryland
Praveen Kopalle: Dartmouth College
Young-Hoon Park: Cornell University
David Restrepo Amariles: HEC Paris
Raphael Thomadsen: Washington University in St. Louis
Yuping Liu-Thompkins: Old Dominion University
Rajkumar Venkatesan: University of Virginia

Marketing Letters, 2020, vol. 31, issue 4, No 11, 405-418

Abstract: Abstract Big data and technological change have enabled loyalty programs to become more prevalent and complex. How these developments influence society has been overlooked, both in academic research and in practice. We argue why this issue is important and propose a framework to refocus loyalty programs in the era of big data through a societal lens. We focus on three aspects of the societal lens—inequality, privacy, and sustainability. We discuss how loyalty programs in the big data era impact each of these societal factors, and then illustrate how, by adopting this societal lens paradigm, researchers and practitioners can generate insights and ideas that address the challenges and opportunities that arise from the interaction between loyalty programs and society. Our goal is to broaden the perspectives of researchers and managers so they can enhance loyalty programs to address evolving societal needs.

Keywords: Loyalty programs; Inequality; Privacy; Sustainability; Big data (search for similar items in EconPapers)
Date: 2020
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Working Paper: Refocusing Loyalty Programs in the Era of Big Data: A Societal Lens Paradigm (2020)
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DOI: 10.1007/s11002-020-09523-x

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