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Gain the most from your marketing spend on loyalty

Gain the most from your marketing spend on loyalty 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Business Strategy Series Emerald Publishing

Gain the most from your marketing spend on loyalty

Business Strategy Series , Volume 12 (5): 7 – Sep 6, 2011

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1751-5637
DOI
10.1108/17515631111166852
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

Business Strategy SeriesEmerald Publishing

Published: Sep 6, 2011

Keywords: Customer loyalty; Marketing; Marketing strategy

References