Developing an Effective Customer Loyalty Program

Despite the large number of firms offering loyalty programs and their high levels of consumer membership, many of these loyalty programs have not been successful. This article differentiates among four different types of loyalty programs and offers a series of guidelines to assist firms to develop,...

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Bibliographic Details
Published in:California management review 2006-10, Vol.49 (1), p.123-148
Main Author: Berman, Barry
Format: Article
Language:English
Subjects:
Airlines
Brand loyalty
Brands
Business strategies
Business studies
Corporate Strategy
Customer loyalty programs
Customer service
Customers
Data mining
Enterprises
Financial incentives
Gift
Group membership
Guidelines
Loyalty
Loyalty programs
Marketing
Marketing strategies
Retail stores
Service introduction
Studies
Success factors
Citations: Items that cite this one
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Summary:Despite the large number of firms offering loyalty programs and their high levels of consumer membership, many of these loyalty programs have not been successful. This article differentiates among four different types of loyalty programs and offers a series of guidelines to assist firms to develop, implement, and control an effective loyalty program. It also describes several potential pitfalls that need to be avoided.
ISSN:0008-1256
2162-8564
DOI:10.2307/41166374