The Development of Loyalty Programs in the Retail Sector
Year of publication
2020
Authors
Rauf, Muniba; Karjaluoto, Heikki
Abstract
Loyalty programs have become a popular customer relationship management (CRM) tool in both the service and retail sector. These programs have acquired a stage of maturity, which is bringing their return on investment (ROI) into question. Due to constantly changing technology and customers' needs for better services, researchers as well as experts are seeking ways to improve their existing loyalty programs' effectiveness and attractiveness. In the era of digitization, technology can play a vital role in enhancing the effectiveness and efficiency of loyalty programs. Therefore, this chapter investigates technology's influence on and contribution to the lifecycle of loyalty programs.
Show moreOrganizations and authors
Publication type
Publication format
Article
Parent publication type
Compilation
Article type
Other article
Audience
ScientificPeer-reviewed
Peer-ReviewedMINEDU's publication type classification code
A3 Book section, Chapters in research booksPublication channel information
Parent publication name
Business Intelligence and Analytics in Small and Medium Enterprises
Parent publication editors
Novo Melo, Pedro; Machado, Carolina
Publisher
Pages
105-121
ISBN
Publication forum
Publication forum level
1
Open access
Open access in the publisher’s service
No
Self-archived
No
Other information
Fields of science
Business and management
Publication country
United States
Internationality of the publisher
International
Language
English
International co-publication
No
Co-publication with a company
No
DOI
10.1201/9780429056482-8
The publication is included in the Ministry of Education and Culture’s Publication data collection
Yes