Can Non-tiered Customer Loyalty Programs Be Profitable?

Autor:	Yulia Nevskaya, Zhenling Jiang, Arun Gopalakrishnan, Raphael Thomadsen
Rok vydání:	2021
Předmět:	Marketing Customer retention business.industry Loyalty program 05 social sciences Customer lifetime value Customer relationship management Loyalty business model 0502 economics and business 050211 marketing 050207 economics Business and International Management business
Zdroj:	Marketing Science. 40:508-526
ISSN:	1526-548X 0732-2399
DOI:	10.1287/mksc.2020.1268
Popis:	We show that a simple, nontiered loyalty program can substantially increase customer lifetime value and that most of this benefit comes from increasing customer retention.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::f67ae05b7a2cc249825748a5720cbfda https://doi.org/10.1287/mksc.2020.1268 Zobrazit plný text záznamu