Manuscript Details - IJARW1651

ManuScript Details
Paper Id: IJARW1651
Title: THE PURSUED BENEFITS OF CUSTOMER LOYALTY PROGRAMS
Published in: International Journal Of All Research Writings
Publisher: IJARW
ISSN: 2582-1008
Volume / Issue: Volume 3 Issue 11
Pages: 7
Published On: 5/9/2022 4:21:56 AM      (MM/dd/yyyy)
Main Author Details
Name: 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
Research Area: 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
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IEEE
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.
MLA 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.
APA 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.
THE PURSUED BENEFITS OF CUSTOMER LOYALTY PROGRAMS
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THE PURSUED BENEFITS OF CUSTOMER LOYALTY PROGRAMS

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