Handbook of Research on Retailing
Show Less

Handbook of Research on Retailing

Edited by Katrijn Gielens and Els Gijsbrechts

The advent of e-commerce and the rise of hard discounters have put severe pressure on traditional retail chains. Boundaries are blurring: traditional brick & mortar players are expanding their online operations and/or setting up their own discount banners, while the power houses of online retail are going physical, and hard discounters get caught up in the Wheel of Retailing. Even successful companies cannot sit back and rest, but need to prepare for the next wave of change. In the face of this complexity, it is all the more important to take stock of current knowledge, based on insights and experience from leading scholars in the field. What do we know from extant studies, and what are the ensuing best practices? What evolutions are ahead, and will current recipes still work in the future? This Handbook sheds light on these issues.
Buy Book in Print
Show Summary Details
You do not have access to this content

Chapter 14: Customer loyalty and reward programs in retail in the digitalage

Werner Reinartz and Peter Linzbach

Abstract

Having a loyal customer base is a critical success factor for any firm or business. So, what can retailers do to bond their traditional customers, and keep them satisfied? What makes and keeps customers loyal? Are more intensive customer relationship management (CRM) initiatives like reward or affinity programs an efficient and suitable response, or will the economic change in the industry and the technical innovations force and allow for new and different approaches? This chapter identifies the drivers of customer loyalty and engagement, and considers how CRM systems in combination with a reward program can foster such loyalty. It also lists current trends in reward program design as well as digital solutions to loyalty erosion.

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.


Further information

or login to access all content.