---
_id: '5705'
abstract:
- lang: eng
  text: '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.'
article_type: original
author:
- first_name: Els
  full_name: Breugelmans, Els
  last_name: Breugelmans
- first_name: Tammo H A
  full_name: Bijmolt, Tammo H A
  last_name: Bijmolt
- first_name: Jie
  full_name: Zhang, Jie
  last_name: Zhang
- first_name: Leonardo J
  full_name: Basso, Leonardo J
  last_name: Basso
- first_name: Matilda
  full_name: Dorotic, Matilda
  last_name: Dorotic
- first_name: Praveen
  full_name: Kopalle, Praveen
  last_name: Kopalle
- first_name: Alec
  full_name: Minnema, Alec
  last_name: Minnema
- first_name: Willem Jan
  full_name: Mijnlieff, Willem Jan
  last_name: Mijnlieff
- first_name: Nancy
  full_name: Wünderlich, Nancy
  id: '36392'
  last_name: Wünderlich
citation:
  ama: 'Breugelmans E, Bijmolt THA, Zhang J, et al. Advancing Research on Loyalty
    Programs: A Future Research Agenda. <i>Marketing Letters</i>. 2015;26(2):127-139.'
  apa: 'Breugelmans, E., Bijmolt, T. H. A., Zhang, J., Basso, L. J., Dorotic, M.,
    Kopalle, P., … Wünderlich, N. (2015). Advancing Research on Loyalty Programs:
    A Future Research Agenda. <i>Marketing Letters</i>, <i>26</i>(2), 127–139.'
  bibtex: '@article{Breugelmans_Bijmolt_Zhang_Basso_Dorotic_Kopalle_Minnema_Mijnlieff_Wünderlich_2015,
    title={Advancing Research on Loyalty Programs: A Future Research Agenda.}, volume={26},
    number={2}, journal={Marketing Letters}, publisher={Springer}, author={Breugelmans,
    Els and Bijmolt, Tammo H A and Zhang, Jie and Basso, Leonardo J and Dorotic, Matilda
    and Kopalle, Praveen and Minnema, Alec and Mijnlieff, Willem Jan and Wünderlich,
    Nancy}, year={2015}, pages={127–139} }'
  chicago: 'Breugelmans, Els, Tammo H A Bijmolt, Jie Zhang, Leonardo J Basso, Matilda
    Dorotic, Praveen Kopalle, Alec Minnema, Willem Jan Mijnlieff, and Nancy Wünderlich.
    “Advancing Research on Loyalty Programs: A Future Research Agenda.” <i>Marketing
    Letters</i> 26, no. 2 (2015): 127–39.'
  ieee: 'E. Breugelmans <i>et al.</i>, “Advancing Research on Loyalty Programs: A
    Future Research Agenda.,” <i>Marketing Letters</i>, vol. 26, no. 2, pp. 127–139,
    2015.'
  mla: 'Breugelmans, Els, et al. “Advancing Research on Loyalty Programs: A Future
    Research Agenda.” <i>Marketing Letters</i>, vol. 26, no. 2, Springer, 2015, pp.
    127–39.'
  short: E. Breugelmans, T.H.A. Bijmolt, J. Zhang, L.J. Basso, M. Dorotic, P. Kopalle,
    A. Minnema, W.J. Mijnlieff, N. Wünderlich, Marketing Letters 26 (2015) 127–139.
date_created: 2018-11-15T11:46:22Z
date_updated: 2022-01-06T07:02:36Z
department:
- _id: '181'
intvolume: '        26'
issue: '2'
keyword:
- Loyalty programs
- Loyalty program design
- Loyalty program performance assessment
- Emerging trends
- Partnership loyalty programs
- Customer relationship management
language:
- iso: eng
page: 127-139
publication: Marketing Letters
publication_status: published
publisher: Springer
status: public
title: 'Advancing Research on Loyalty Programs: A Future Research Agenda.'
type: journal_article
user_id: '37741'
volume: 26
year: '2015'
...