Advancing Research on Loyalty Programs: A Future Research Agenda
Breugelmans, Els × Bijmolt, Tammo H.A. Zhang, Jie Basso, Leonardo J. Dorotic, Matilda Kopalle, Praveen Minnema, Alec Mijnlieff, Willem Jan Wünderlich, Nancy V. #
Kluwer Academic Publishers
Marketing Letters vol:26 issue:2 pages:127-139
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.
This article is based on discussions in the workshop with the same title at the 9th Triennial Choice Symposium, co-chaired by Els Breugelmans, Tammo Bijmolt, and Jie Zhang.