Loyalty Programs: Current Insights, Research Challenges, and Emerging Trends
Loyalty Programs: Current Insights, Research Challenges, and Emerging Trends
复制标题
忠诚度计划：当前见解、研究挑战和新兴趋势
DOI：
10.1007/978-3-319-56941-3_5
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发表时间：
2017
期刊：
影响因子：
--
通讯作者：
P. Verhoef
中科院分区：
文献类型：
--
作者：
Tammo H. A. Bijmolt;P. Verhoef
为了培养客户关系，公司实施了所谓的忠诚度计划 (LP)。这些计划提供金钱利益（例如通过直接折扣或奖励）和/或更多软利益，重点是通过优质服务或给予客户特殊待遇，在客户中建立对公司的承诺。在本章中，我们提出了 LP 效应背后的三种机制的框架。接下来，我们将讨论相对研究不足的领域，例如奖励赎回效应和所谓的短期有限合伙人。我们讨论可用于检查 LP 效应并分析客户数据以支持营销决策的模型。最后，我们对有限合伙人中的新兴主题进行了讨论，特别是针对日益增长的数字化、增强客户能力以及大数据的普及。我们最后讨论了一些紧迫的研究问题。
To foster customer relationships , firms have implemented so-called loyalty programs (LPs) . These programs provide monetary benefits (e.g. through direct discounts or rewards) and/or more soft benefits by focusing on creating commitment to the firm among customers through excellent service or giving special treatment to customers. In this chapter, we present a framework of three mechanisms underlying the LP effect. Next, we incorporate a discussion of relatively under-researched areas, such as reward redemption effects and so-called short-term LPs . We discuss models that can be used to examine LP effects and to analyze customer data to support marketing decisions. Finally, we provide a discussion on emerging topics in LPs, specifically addressing increasing digitalization, empowered customers, and the prevalence of big data. We conclude with a discussion on some pressing research questions.
影响因子：
12.9
作者：
Lemon, Katherine N.;Verhoef, Peter C.
通讯作者：
Verhoef, Peter C.
影响因子：
10
作者：
Verhoef, Peter C.;Kannan, P. K.;Inman, J. Jeffrey
通讯作者：
Inman, J. Jeffrey