• Advancing research on loyalty programs: a future research agenda 

      Breugelmans, Els; Bijmolt, Tammo H. A.; Zhang, Jie; Basso, Leonardo J.; Dorotic, Matilda; Kopalle, Praveen; Minnema, Alec; Mijnlieff, Willem Jan; Wünderlich, Nancy V. (Journal article; Peer reviewed, 2015)
      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 ...
    • Conducting Service Research that Matters 

      Gustafsson, Anders; Aksoy, Lerzan; Brady, Michael; McColl-Kennedy, Janet; Sirianni, Nancy; Witell, Lars; Wünderlich, Nancy V. (Journal article; Peer reviewed, 2015)
      Purpose –The purpose of this essay is to encourage the reader to think differently about service related issues, and to strive to conduct service research that makes a transformational impact on individuals, organizations, ...
    • The great game of business: Advancing knowledge on gamification in business contexts 

      Wünderlich, Nancy V.; Gustafsson, Anders; Hamari, Juho; Parvinen, Petri; Haff, André (Journal article; Peer reviewed, 2020)
      Gamification is a rather significant trend in recent years. It builds on the emotional and involving qualities of gaming but may not entail a full-fledged game. Gamification exists in a large number of industries; retail, ...