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| Tekijä: | Dowling, G. R. Uncles, M. |
| Otsikko: | Do customer loyalty programs really work? (Absatzstrategie; Sales Promotion) |
| Lehti: | Sloan Management Review
1997 : SUMMER, VOL. 38:4, p. 71-82 |
| Asiasana: | |
| Vapaa asiasana: | MARKETINGSTRATEGIE, KUNDE |
| Kieli: | eng |
| Tiivistelmä: | Given the popularity of loyalty programs , they are surprisingly ineffective. To stand the best chance of success in tough market conditions, programs must enhance the overall value of the product or service and motivate loyal buyers to make their next purchase. This article describes the origins and aims of loyalty marketing, reviews research that examines empirical patterns of behavioural loyalty, and considers psychological research on rewards, a major component of most loyalty programs. |
SCIMA