Purpose – The paper aims to highlight common mistakes organizations make when designing loyalty programs and provides the reader some questions to ponder before spending money in the pursuit of loyalty. It is based on a review of 300 journal articles. Design/methodology/approach – The paper is based on a detailed review of literature, and the author's observation in researching loyalty over the last three years. Findings – Loyalty is of many types and the biggest mistake organizations make is thinking they all need attitudinal loyalty. This is not so and organizations should look at the industry, customers and more importantly their own goals before deciding how much money to spend. Originality/value – The study prioritizes perceived value, satisfaction, behavioral loyalty and attitudinal loyalty in the context of the organizational goals and industry. It provides a simple process to relook ROI in loyalty programs.
Business Strategy Series – Emerald Publishing
Published: Sep 6, 2011
Keywords: Customer loyalty; Marketing; Marketing strategy
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera