Impact of channel and brand on the effectiveness of customer loyalty programs:
Gespeichert in:
| 1. Verfasser: | |
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| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
Leipzig
2018
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| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis Inhaltsverzeichnis |
| Beschreibung: | VI, 122 Seiten Illustrationen, Diagramme |
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| 245 | 1 | 0 | |a Impact of channel and brand on the effectiveness of customer loyalty programs |c submitted by Erich Suess |
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Datensatz im Suchindex
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| adam_text | TABLE OF CONTENTS
LIST OF
TABLES.....................................................................................................................
TABLE OF
FIGURES...............................................................................................................
TABLE OF
ABBREVIATIONS..............................................................................................
I. IMPACT OF CHANNEL AND BRAND ON THE EFFECTIVENESS OF
CUSTOMER LOYALTY
PROGRAMS.......................................................................1
1. INTRODUCTION, MAIN RESEARCH QUESTIONS AND GOAL OF THE
DISSERTATION.........................................................................2
2. SUMMARY O F
PAPERS.........................................................................................................................................................
6
3. DISSERTATION RESULTS, CONTRIBUTION AND
IMPLICATIONS...................................................................................................
8
4. FUTURE RESEARCH DIRECTIONS AND
LIMITATIONS.................................................................................................................
12
II. CUSTOMER LOYALTY PROGRAMS: A LITERATURE REVIEW AND
CLASSIFICATION........................................................................................................
16
1.
INTRODUCTION...................................................................................................................................................................17
2. DEFINITION OF CUSTOMER LOYALTY
PROGRAMS.................................................................................................................
18
3. RESEARCH
METHODOLOGY.................................................................................................................................................19
3.1. RESEARCH FIELDS AND SCIENTIFIC
DATABASES...............................................................................................................19
3.2. DESCRIPTORS AND OTHER RESEARCH
CRITERIA.................................................................................................................20
3.3. OVERVIEW OUTCOME OF RESEARCH
METHODOLOGY......................................................................................................
21
4. CLASSIFICATION
METHOD.................................................................................................................................................
22
5. CLASSIFICATION
RESULTS....................................................................................................................................................24
5.1. EFFECTIVITY OF CLP IN GENERAL
(I).................................................................................................................................25
5.1.1. CLP EFFECTS ON CUSTOMER
ATTITUDE............................................................................................................................
25
5.1.2. CLP EFFECT ON CUSTOMER
BEHAVIOUR.........................................................................................................................
27
5.1.3. SYNTHESIS AND FUTURE RESEARCH POTENTIAL GENERAL CLP
EFFECTIVITY.........................................................................30
5.2. EFFECTS OF CLP DESIGN AS INPUT VARIABLE
(II).......................................................................................................
31
5.2.1. CUSTOMER
SEGMENTATION...........................................................................................................................................
31
5.2.2.
REWARDS....................................................................................................................................................................
33
5.2.3.
STATUS.........................................................................................................................................................................36
5.2.4. POINT
REDEMPTION......................................................................................................................................................36
5.2.5.
PROMOTIONS...............................................................................................................................................................
37
5.2.6.
TECHNOLOGY...............................................................................................................................................................
37
5.2.7. SYNTHESIS AND FUTURE RESEARCH POTENTIAL CLP
DESIGN..............................................................................................38
5.3. EFFECT OF CUSTOMER RELATIONSHIP AND BRAND ON CLP
(III).....................................................................................39
5.3.1. CUSTOMER RELATIONSHIP (TRUST, COMMITMENT, SATISFACTION,
GRATITUDE)......................................................................39
5.3.2.
BRANDS.......................................................................................................................................................................40
5.3.3. SYNTHESIS AND FUTURE RESEARCH POTENTIAL CUSTOMER RELATIONSHIP AND
BRANDS
....................................................
40
5.4. CLP SUPERORDINATED AND INTERDISCIPLINARY TOPICS (IV
).........................................................................................41
5.4.1. OVERALL FRAMEWORK AND LITERATURE
REVIEWS.............................................................................................................
41
5.4.2. CLP SINGLE AND MULTI-BRAND
APPROACH.....................................................................................................................42
5.4.3. CLP FURTHER INTERDISCIPLINARY
TOPICS........................................................................................................................
43
5.4.4. SYNTHESIS AND FUTURE RESEARCH POTENTIAL CLP SUPERORDINATED AND
FURTHER INTERDISCIPLINARY TOPICS
....................
45
5.5. CLP TOPICS IN OPERATIONS AND PRACTICE (V
)............................................................................................................46
5.5.1. CLP PLANNING AND
INTRODUCTION.................................................................................................................................46
5.5.2. CLP
ENROLMENT..........................................................................................................................................................
47
5.5.3. CLP EFFECTS AND APPLICATIONS ON OTHER BUSINESS
ACTIVITIES.....................................................................................
47
5.5.4. SYNTHESIS AND FUTURE RESEARCH POTENTIAL OF CLP TOPICS IN
OPERATIONS AND PRACTICE..............................................49
6.
CONCLUSION...................................................................................................................................................................
50
III. IMPACT OF CHANNEL, BRAND AND CUSTOMER INNOVATIVENESS ON
THE EFFECTIVENESS OF CUSTOMER LOYALTY PROGRAMS
................
63
1.
INTRODUCTION..................................................................................................................................................................
64
2. THEORETICAL
BACKGROUND...............................................................................................................................................
65
2.1. CUSTOMER LOYALTY
PROGRAMS.........................................................................................................................................
65
2.2. PERCEIVED BENEFITS O F LOYALTY
PROGRAMS......................................................................................................................
66
2.3. LOYALTY TO THE
PROGRAM................................................................................................................................................
67
2.4. CUSTOMER
RETENTION.......................................................................................................................................................68
2.5. IMPACT OF BRANDS TO THE
PROGRAM..................................................................................................................................68
2.6. IMPACT OF CHANNELS TO THE
PROGRAM.............................................................................................................................
68
2.7. PERSONAL INNOVATIVENESS AS A
FACTOR............................................................................................................................
69
3. FRAMEWORK AND
HYPOTHESES.........................................................................................................................................
69
3.2. CONCEPTUAL
FRAMEWORK.................................................................................................................................................69
3.2. EFFECTS OF CUSTOMER LOYALTY PROGRAMS ON PERCEIVED
BENEFITS....................................................................................
73
3.3. EFFECT OF PERCEIVED BENEFITS ON PROGRAM LOYALTY AND CUSTOMER
RETENTION................................................................
74
4.
METHOD...........................................................................................................................................................................
75
4.1. RESEARCH SETTING, SURVEY DESIGN AND DATA
COLLECTION..................................................................................................75
4.2. MEASURES AND
SCALES.....................................................................................................................................................77
5. ANALYSIS AND
RESULTS.....................................................................................................................................................79
5.1. VALIDITY AND
RELIABILITY..................................................................................................................................................79
5.2. TESTS OF HYPOTHESES LA -LB , LC -LD AN D LE
-LF..............................................................................................................
80
5.3. TESTS OF HYPOTHESES
2A-2D...........................................................................................................................................
85
6. DISCUSSION, LIMITATIONS AND FUTURE RESEARCH
DIRECTIONS.........................................................................................
87
6.1.
DISCUSSION.....................................................................................................................................................................87
6.2. FUTURE RESEARCH DIRECTIONS AND
LIMITATIONS..................................................................................................................88
IV. EFFECTIVE CUSTOMER LOYALTY PROGRAMS - VALUE OF
FUNCTIONS FOR THE
CUSTOMER......................................................................98
1.
INTRODUCTION.................................................................................................................................................................
99
2. THEORETICAL
BACKGROUND.............................................................................................................................................100
2.1. CUSTOMER LOYALTY
PROGRAMS......................................................................................................................................
100
2.2. PERCEIVED BENEFITS OF LOYALTY
PROGRAMS...................................................................................................................
101
3. FRAMEWORK AND
HYPOTHESIS......................................................................................................................................
102
3.1. CONCEPTUAL
FRAMEWORK.............................................................................................................................................102
3.2. EFFECTS OF CUSTOMER LOYALTY PROGRAM ON PERCEIVED
BENEFITS....................................................................................104
4.
METHOD........................................................................................................................................................................
105
4.1. RESEARCH SETTING, SURVEY DESIGN AND DATA
COLLECTION...........................................................................................
105
4.2. MEASURES AND
SCALES..................................................................................................................................................
106
5. ANALYSIS, RESULTS AND
IMPLICATIONS...........................................................................................................................107
5.1.
VALIDITY.......................................................................................................................................................................
107
5.2. TEST OF HYPOTHESES PART
I
- RESULTS AND
IMPLICATIONS..............................................................................................
108
5.3. TEST OF HYPOTHESES PART II - RESULTS AND
IMPLICATIONS..............................................................................................
109
5.4. TEST OF HYPOTHESES PART III - RESULTS AND IMPLICATIONS
..........................................................................................
111
6. DISCUSSION, LIMITATIONS AND FUTURE RESEARCH DIRECTIONS
.....................................................................................
115
6.1.
DISCUSSION................................................................................................................................................................
115
6.2. FUTURE RESEARCH DIRECTIONS AND
LIMITATIONS.........................................................................................................
116
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| spellingShingle | Süß, Erich Impact of channel and brand on the effectiveness of customer loyalty programs Absatzweg (DE-588)4112445-5 gnd Kundentreue (DE-588)4393499-7 gnd Markenpolitik (DE-588)4144679-3 gnd |
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| title | Impact of channel and brand on the effectiveness of customer loyalty programs |
| title_auth | Impact of channel and brand on the effectiveness of customer loyalty programs |
| title_exact_search | Impact of channel and brand on the effectiveness of customer loyalty programs |
| title_full | Impact of channel and brand on the effectiveness of customer loyalty programs submitted by Erich Suess |
| title_fullStr | Impact of channel and brand on the effectiveness of customer loyalty programs submitted by Erich Suess |
| title_full_unstemmed | Impact of channel and brand on the effectiveness of customer loyalty programs submitted by Erich Suess |
| title_short | Impact of channel and brand on the effectiveness of customer loyalty programs |
| title_sort | impact of channel and brand on the effectiveness of customer loyalty programs |
| topic | Absatzweg (DE-588)4112445-5 gnd Kundentreue (DE-588)4393499-7 gnd Markenpolitik (DE-588)4144679-3 gnd |
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