TY - JOUR AB - 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. AU - Breugelmans, Els AU - Bijmolt, Tammo H A AU - Zhang, Jie AU - Basso, Leonardo J AU - Dorotic, Matilda AU - Kopalle, Praveen AU - Minnema, Alec AU - Mijnlieff, Willem Jan AU - Wünderlich, Nancy ID - 5705 IS - 2 JF - Marketing Letters KW - Loyalty programs KW - Loyalty program design KW - Loyalty program performance assessment KW - Emerging trends KW - Partnership loyalty programs KW - Customer relationship management TI - Advancing Research on Loyalty Programs: A Future Research Agenda. VL - 26 ER -