Loyalty program effectiveness: Theoretical reviews and practical proofs
By Muhammad Turki Alshurideh, A. Gasaymeh, Gouher Ahmed, Haitham M. Alzoubi, B. A. Kurd. 2020
138 citations recorded by the source corpus.
Article history: Received November 28, 2019 Received in revised format January 30, 2020 Accepted February 11 2020 Available online February 12 2020 Loyalty programs are widely used by organizations as a structured customer relationship management (CRM) tool to build and extend customer-supplier relationship. Although a large number of benefits are offered through them to both companies and consumers, loyalty programs face a set of planning and implementation pitfalls. Scholars or practitioners rarely discuss such pitfalls. Thus, this paper intends to add further values to the current literature by exploring/investigating the main loyalty scheme pitfalls, both theoretically and practically. The study explores a set of loyalty program planning problems and some of the execution’s drawbacks, including clear aim need, loyalty program design, budgeting and experienced employee involvement. In addition to loyalty programs benefits and rewards offered, loyalty programs target customer selection problems using loyalty program promotional tools. For the study, 161 managers and employees who were involved in loyalty program planning and execution were surveyed. Smart-PLS was used to test the developed model and hypotheses. The study found that all studied loyalty program elements identified affected their planning and implementation. However, some of these elements where seen important to be considered when planning loyalty schemes, such schemes’ benefits and rewards offered were still not planned properly and did not meet customer needs or even expectations and, in most cases, the loyalty programs’ aims were not clear to all their stakeholders. The paper also provides additional discussion about additional issues of loyalty schemes planning and execution problems and proposes a set of solutions and recommendations, which might highlight some of the future venues with this regard. . 2020 by the authors; license Growing Science, Canada ©
Subfields: Artificial Intelligence, Information Systems and Management, Organizational Behavior and Human Resource Management
View Paper: https://www.semanticscholar.org/paper/3ca6df288025a59b5a9ec62b93595ea3084e8473
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Citations in the corpus
- Employee retention and organizational performance: Evidence from banking industry (2020, background): “According to many statistical measures that were explained by Hair et al.( 2017) and compared to others (Alshurideh et al. 2020; Alzoubi et al. 2020; Kurdi 2016), results showed that the convergent validity and reliability for each study factor and the measurements of study model met the required…”
- The impact of employee satisfaction on customer satisfaction: Theoretical and empirical underpinning (2020, background): “Thus, employee and customer wants and needs should be monitored and met consistently and even exceed their expectations to be retained and delighted (Alshurideh et al., 2020; Alzoubi et al., 2020; Rust et al., 1996).”