Advancing Research on Loyalty Programs: A Future Research Agenda.

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.

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Journal Article | Published | English
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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.
Publishing Year
Journal Title
Marketing Letters
Volume
26
Issue
2
Page
127-139
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Cite this

Breugelmans E, Bijmolt THA, Zhang J, et al. Advancing Research on Loyalty Programs: A Future Research Agenda. Marketing Letters. 2015;26(2):127-139.
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. Marketing Letters, 26(2), 127–139.
@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} }
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.” Marketing Letters 26, no. 2 (2015): 127–39.
E. Breugelmans et al., “Advancing Research on Loyalty Programs: A Future Research Agenda.,” Marketing Letters, vol. 26, no. 2, pp. 127–139, 2015.
Breugelmans, Els, et al. “Advancing Research on Loyalty Programs: A Future Research Agenda.” Marketing Letters, vol. 26, no. 2, Springer, 2015, pp. 127–39.

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