During the last decade, the number of enrollments to loyalty programs has more than doubled. But number of active memberships has been decreasing. Customers participate less in their programs. Yet, for loyalty programs to succeed, active participation from customers is crucial. This research aims at defining what active participation with loyalty programs is, develop a measure and further test the antecedents and consequences of activity. This research will help managers to build more effective loyalty programs by increasing active participation from their customers.
|Effective start/end date||1/10/11 → …|
- customer loyalty
- loyalty programs