ManuScript Details
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Paper Id:
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IJARW1651
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Title:
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THE PURSUED BENEFITS OF CUSTOMER LOYALTY PROGRAMS
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| Published in: |
International Journal Of All Research Writings |
| Publisher: |
IJARW |
| ISSN: |
2582-1008 |
| Volume / Issue: |
Volume 3 Issue 11 |
| Pages: |
7
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| Published On: |
5/9/2022 4:21:56 AM (MM/dd/yyyy) |
Main Author Details
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Name:
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Nga Thu Nguyen |
| Institute: |
Thai Nguyen University of Economics and Business Administration |
Co - Author Details
| Author Name |
Author Institute |
| Du Van Hoang |
Thai Nguyen University of Economics and Business Administration |
| Hang Thu Nguyen |
Thai Nguyen University of Sciences |
| Son Thai Hoang |
2American Montessori International School - AMIS Hanoi, Viet Nam |
Abstract
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Research Area:
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Business and Marketing |
| KeyWord: |
customer loyalty, brand, niche products |
| Abstract: |
This paper discusses what is meant by the term ‘customer loyalty’. A review of the literature reveals that this task is not straightforward – generally people have in minded one of three different models. We consider whether these models are based on competing or complementary theories This provides a platform for thinking about a loyalty continuum. We show that it is crucial to define and understand customer loyalty if the demand-side benefits of loyalty programs are to be properly evaluated. Next, drawing on these conceptualizations, we review the goals, successes and failings of loyalty programs. We show that, at one extreme are programs for niche products that presume customers are committed to ‘a favorite brand’. At the other extreme there are promotional programs that cater to the divided loyalty of their customers. In between, and widely represented across many different products and services, are loyalty programs that are best described as “for the brands people already buy”. |
Citations
Copy and paste a formatted citation or use one of the links to import into a bibliography manager and reference.
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IEEE
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Nga Thu Nguyen, Du Van Hoang, Hang Thu Nguyen, Son Thai Hoang, "THE PURSUED BENEFITS OF CUSTOMER LOYALTY PROGRAMS", International Journal Of All Research Writings,
vol. 3, no. 11, pp. 60-66, 2022.
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MLA
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Nga Thu Nguyen, Du Van Hoang, Hang Thu Nguyen, Son Thai Hoang "THE PURSUED BENEFITS OF CUSTOMER LOYALTY PROGRAMS." International Journal Of All Research Writings,
vol 3, no. 11, 2022, pp. 60-66.
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APA
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Nga Thu Nguyen, Du Van Hoang, Hang Thu Nguyen, Son Thai Hoang (2022). THE PURSUED BENEFITS OF CUSTOMER LOYALTY PROGRAMS. International Journal Of All Research Writings,
3(11), 60-66.
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THE PURSUED BENEFITS OF CUSTOMER LOYALTY PROGRAMS
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