Advancing Research on Loyalty Programs: A Future Research Agenda. Breugelmans, Els Bijmolt, Tammo H A Zhang, Jie Basso, Leonardo J Dorotic, Matilda Kopalle, Praveen Minnema, Alec Mijnlieff, Willem Jan Wünderlich, Nancy Loyalty programs Loyalty program design Loyalty program performance assessment Emerging trends Partnership loyalty programs Customer relationship management 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. Springer 2015 info:eu-repo/semantics/article doc-type:article text http://purl.org/coar/resource_type/c_6501 https://ris.uni-paderborn.de/record/5705 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. eng info:eu-repo/semantics/closedAccess