The Introduction of Loyalty Programs for the Retail Industry
Customer loyalty presents a paradox. Many see it primarily as an attitude-based phenomenon that can be significantly influenced by customer relationship management initiatives such as loyalty and affiliation programs, increasingly. However, empirical research shows that loyalty in competitive r...
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| Format: | Article |
| Language: | English |
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International Journal of Innovation in Marketing Elements
2022-02-01
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| Series: | International Journal of Innovation in Marketing Elements |
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| Online Access: | https://ijime.ir/index.php/ijime/article/view/65 |
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| author | jan Jarosz |
| author_facet | jan Jarosz |
| author_sort | jan Jarosz |
| collection | DOAJ |
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Customer loyalty presents a paradox. Many see it primarily as an attitude-based phenomenon that can be significantly influenced by customer relationship management initiatives such as loyalty and affiliation programs, increasingly. However, empirical research shows that loyalty in competitive repeat purchase markets is formed more by passive acceptance of brands than by strong attitudes about them. From this perspective, the potential for increased demand in loyalty programs is more limited than one might hope.
In this article, by studying the literature, customer loyalty programs and its technologies are described under the title of three-stage model, which is mostly focused on the implementation stage. Finally, suggestions for better implementation of the cycle of loyalty programs are provided.
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| format | Article |
| id | doaj-art-29171e4f64f2412584ccfc6612fcf2e3 |
| institution | DOAJ |
| issn | 2783-378X |
| language | English |
| publishDate | 2022-02-01 |
| publisher | International Journal of Innovation in Marketing Elements |
| record_format | Article |
| series | International Journal of Innovation in Marketing Elements |
| spelling | doaj-art-29171e4f64f2412584ccfc6612fcf2e32025-08-20T02:48:18ZengInternational Journal of Innovation in Marketing ElementsInternational Journal of Innovation in Marketing Elements2783-378X2022-02-012110.59615/ijime.2.1.59The Introduction of Loyalty Programs for the Retail Industryjan Jarosz0Faculty of Management, University of Gdańskj Customer loyalty presents a paradox. Many see it primarily as an attitude-based phenomenon that can be significantly influenced by customer relationship management initiatives such as loyalty and affiliation programs, increasingly. However, empirical research shows that loyalty in competitive repeat purchase markets is formed more by passive acceptance of brands than by strong attitudes about them. From this perspective, the potential for increased demand in loyalty programs is more limited than one might hope. In this article, by studying the literature, customer loyalty programs and its technologies are described under the title of three-stage model, which is mostly focused on the implementation stage. Finally, suggestions for better implementation of the cycle of loyalty programs are provided. https://ijime.ir/index.php/ijime/article/view/65Loyalty ProgramRetail IndustryCommunicationImplementation |
| spellingShingle | jan Jarosz The Introduction of Loyalty Programs for the Retail Industry International Journal of Innovation in Marketing Elements Loyalty Program Retail Industry Communication Implementation |
| title | The Introduction of Loyalty Programs for the Retail Industry |
| title_full | The Introduction of Loyalty Programs for the Retail Industry |
| title_fullStr | The Introduction of Loyalty Programs for the Retail Industry |
| title_full_unstemmed | The Introduction of Loyalty Programs for the Retail Industry |
| title_short | The Introduction of Loyalty Programs for the Retail Industry |
| title_sort | introduction of loyalty programs for the retail industry |
| topic | Loyalty Program Retail Industry Communication Implementation |
| url | https://ijime.ir/index.php/ijime/article/view/65 |
| work_keys_str_mv | AT janjarosz theintroductionofloyaltyprogramsfortheretailindustry AT janjarosz introductionofloyaltyprogramsfortheretailindustry |