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

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Date
2015Metadata
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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.
Description
This is the authors’ accepted and refereed manuscript to the article