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Advancing research on loyalty programs: a future research agenda

Author

Listed:
  • Els Breugelmans
  • Tammo Bijmolt
  • Jie Zhang
  • Leonardo Basso
  • Matilda Dorotic
  • Praveen Kopalle
  • Alec Minnema
  • Willem Mijnlieff
  • Nancy Wünderlich

Abstract

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. Copyright Springer Science+Business Media New York 2015

Suggested Citation

  • Els Breugelmans & Tammo Bijmolt & Jie Zhang & Leonardo Basso & Matilda Dorotic & Praveen Kopalle & Alec Minnema & Willem Mijnlieff & Nancy Wünderlich, 2015. "Advancing research on loyalty programs: a future research agenda," Marketing Letters, Springer, vol. 26(2), pages 127-139, June.
    • Handle: RePEc:kap:mktlet:v:26:y:2015:i:2:p:127-139
    DOI: 10.1007/s11002-014-9311-4
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    References listed on IDEAS

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