Loyalty-based learning (LBL) in enablement channels

Keeling, Debbie and de Ruyter, Ko (2022) Loyalty-based learning (LBL) in enablement channels. In: Keeling, Debbie, de Ruyter, Ko and Cox, David (eds.) Handbook of Research on Customer Loyalty. Research Handbooks in Business and Management . Edward Elgar Publishing, United Kingdom, pp. 164-172. ISBN 9781800371620

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Identifying customer loyalty as a crucial success factor in contemporary marketing thinking and practice, this innovative Handbook incorporates a rich collection of perspectives on the current topics and research-driven practices in the field. Leading scholars offer an insightful reimagining of the research methods, metrics, and designs for the future of measuring and predicting customer loyalty.

The Handbook recognises loyalty as a strategic asset, and analyses incentive structures such as loyalty-based learning, gamification, and automaticity to track the evolution of customer loyalty programmes. Examining the impacts of globalization and cutting-edge technologies on the customer loyalty journey, it identifies an increase in customer defection and a rapid erosion of single-brand loyalty. Forward-thinking, it concludes by reflecting on how trends like voice technology, augmented reality, and influencer marketing will shape the domain of customer loyalty in the future.

Gathering together contemporary concepts, practice, measures and challenges to inform future research, this Handbook will prove an enlightening read for students and scholars of marketing, business and management, and psychology. Its illustrative case studies will also prove invaluable for practitioners in a diverse range of fields looking to future-proof and reimagine their loyalty strategies.

Item Type: Book Section
Keywords: Enablement Programmes, Loyalty, Business to Business
Schools and Departments: University of Sussex Business School > Strategy and Marketing
SWORD Depositor: Mx Elements Account
Depositing User: Mx Elements Account
Date Deposited: 05 Jul 2022 13:41
Last Modified: 05 Jul 2022 13:41
URI: http://sro.sussex.ac.uk/id/eprint/106812

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