dc.creator | Breugelmans, Els | |
dc.creator | Bijmolt, Tammo H. A. | |
dc.creator | Zhang, Jie | |
dc.creator | Basso Sotz, Leonardo | |
dc.creator | Dorotic, Matilda | |
dc.creator | Kopalle, Praveen | |
dc.creator | Minnema, Alec | |
dc.creator | Mijnlieff, Willem Jan | |
dc.creator | Wünderlich, Nancy V. | |
dc.date.accessioned | 2015-07-08T20:09:19Z | |
dc.date.available | 2015-07-08T20:09:19Z | |
dc.date.created | 2015-07-08T20:09:19Z | |
dc.date.issued | 2015 | |
dc.identifier | Mark Lett (2015) 26:127–139 | |
dc.identifier | DOI 10.1007/s11002-014-9311-4 | |
dc.identifier | https://repositorio.uchile.cl/handle/2250/131862 | |
dc.description.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. | |
dc.language | en | |
dc.publisher | Springer | |
dc.rights | http://creativecommons.org/licenses/by-nc-nd/3.0/cl/ | |
dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Chile | |
dc.subject | Loyalty programs | |
dc.subject | Loyalty program design | |
dc.subject | Loyalty program performance assessment | |
dc.subject | Emerging trends | |
dc.subject | Partnership loyalty programs | |
dc.subject | Customer relationship management | |
dc.title | Advancing research on loyalty programs: a future research agenda | |
dc.type | Artículo de revista | |