The adoption and effectiveness of loyalty programs in retailing

Research output: ThesisDoctoral ThesisScientific

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Abstract

Loyalty programs have widely appeared in several sectors, with the aim of enhancing customer loyalty and profitability. This dissertation examines which role loyalty programs can play in the company's marketing-mix, with a special focus on retailing. The dissertation consists of three independent projects. The first project studies the determinants of retailers' decision to adopt loyalty programs and the effectiveness of loyalty programs by means of a retailer survey. The second project studies the effects of loyalty programs on behavioral loyalty by using market-wide panel data and correcting for the two-sided causality between loyalty program membership and behavioral loyalty. The third project focuses on the effects of loyalty program rewards on (future) customer behavior and customer lifetime value using loyalty program data from an individual retail company.
Original languageEnglish
QualificationDoctor of Philosophy
Awarding Institution
  • Tilburg University
Supervisors/Advisors
  • Bijmolt, T.H.A., Promotor
Award date22 Sep 2004
Place of PublicationTilburg
Publisher
Print ISBNs9056681354
Publication statusPublished - 2004

Fingerprint

Loyalty programs
Retailing
Retailers
Behavioral loyalty
Customer loyalty
Retail
Customer behavior
Causality
Marketing mix
Customer lifetime value
Reward
Customer profitability
Panel data

Cite this

Leenheer, J. (2004). The adoption and effectiveness of loyalty programs in retailing. Tilburg: CentER, Center for Economic Research.
Leenheer, J.. / The adoption and effectiveness of loyalty programs in retailing. Tilburg : CentER, Center for Economic Research, 2004. 180 p.
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Leenheer, J 2004, 'The adoption and effectiveness of loyalty programs in retailing', Doctor of Philosophy, Tilburg University, Tilburg.

The adoption and effectiveness of loyalty programs in retailing. / Leenheer, J.

Tilburg : CentER, Center for Economic Research, 2004. 180 p.

Research output: ThesisDoctoral ThesisScientific

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N2 - Loyalty programs have widely appeared in several sectors, with the aim of enhancing customer loyalty and profitability. This dissertation examines which role loyalty programs can play in the company's marketing-mix, with a special focus on retailing. The dissertation consists of three independent projects. The first project studies the determinants of retailers' decision to adopt loyalty programs and the effectiveness of loyalty programs by means of a retailer survey. The second project studies the effects of loyalty programs on behavioral loyalty by using market-wide panel data and correcting for the two-sided causality between loyalty program membership and behavioral loyalty. The third project focuses on the effects of loyalty program rewards on (future) customer behavior and customer lifetime value using loyalty program data from an individual retail company.

AB - Loyalty programs have widely appeared in several sectors, with the aim of enhancing customer loyalty and profitability. This dissertation examines which role loyalty programs can play in the company's marketing-mix, with a special focus on retailing. The dissertation consists of three independent projects. The first project studies the determinants of retailers' decision to adopt loyalty programs and the effectiveness of loyalty programs by means of a retailer survey. The second project studies the effects of loyalty programs on behavioral loyalty by using market-wide panel data and correcting for the two-sided causality between loyalty program membership and behavioral loyalty. The third project focuses on the effects of loyalty program rewards on (future) customer behavior and customer lifetime value using loyalty program data from an individual retail company.

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T3 - CentER Dissertation Series

PB - CentER, Center for Economic Research

CY - Tilburg

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Leenheer J. The adoption and effectiveness of loyalty programs in retailing. Tilburg: CentER, Center for Economic Research, 2004. 180 p. (CentER Dissertation Series).