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Erschienen in:

01.06.2015

Advancing research on loyalty programs: a future research agenda

verfasst von: Els Breugelmans, Tammo H. A. Bijmolt, Jie Zhang, Leonardo J. Basso, Matilda Dorotic, Praveen Kopalle, Alec Minnema, Willem Jan Mijnlieff, Nancy V. Wünderlich

Erschienen in: Marketing Letters | Ausgabe 2/2015

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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.

Vorheriger Artikel Multiplicity of equilibria and information structures in empirical games: challenges and prospects

Nächster Artikel Platforms: a multiplicity of research opportunities

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Titel: Advancing research on loyalty programs: a future research agenda
verfasst von: Els Breugelmans
Tammo H. A. Bijmolt
Jie Zhang
Leonardo J. Basso
Matilda Dorotic
Praveen Kopalle
Alec Minnema
Willem Jan Mijnlieff
Nancy V. Wünderlich
Publikationsdatum: 01.06.2015
Verlag: Springer US
Erschienen in: Marketing Letters / Ausgabe 2/2015
Print ISSN: 0923-0645
Elektronische ISSN: 1573-059X
DOI: https://doi.org/10.1007/s11002-014-9311-4

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