Assessing the effectiveness of loyalty programs in building customer engagement and loyalty

  • Virginie Bruneau

Student thesis: Doc typesDocteur en Sciences économiques et de gestion

Résumé

There is no doubt that loyalty programs are still popular. But are they still effective? Marketers continue to put more and more time and money into their programs, but are they getting the kind of payoffs they expect in customer engagement and loyalty? Taking this issue as a starting point, this doctoral dissertation assesses the effectiveness of loyalty programs in building customer engagement and loyalty across three essays. Specifically, in the first essay a valid scale for customer engagement with loyalty programs is developed and its link with company engagement is assessed. The second essay identifies what reward types and communication features should be used to make members more engaged with LPs. The third essay identifies the behavioural patterns and types of online communication that tend to make customers sustainably loyal towards a company rather than short-term program loyal.
la date de réponse18 déc. 2017
langue originaleAnglais
L'institution diplômante
  • Universite de Namur
SponsorsUniversité Catholique de Louvain
SuperviseurPietro ZIDDA (Copromoteur), Valérie Swaen (Copromoteur), Marie-Paule Kestemont (Président), Alain DECROP (Jury), Nathalie Demoulin (Jury) & Yuping Liu-Thompkins (Jury)

mots-clés

  • loyalty

Attachement à un institut de recherche reconnus à l'UNAMUR

  • NADI

Contient cette citation

'