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Loyalty-based learning (LBL) in enablement channels
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.
History
Publication status
- Published
File Version
- Accepted version
Publisher
Edward Elgar PublishingPublisher URL
Page range
164-172Book title
Handbook of Research on Customer LoyaltyPlace of publication
United KingdomISBN
9781800371620Series
Research Handbooks in Business and ManagementDepartment affiliated with
- Strategy and Marketing Publications
Full text available
- No
Peer reviewed?
- Yes
Editors
Ko de Ruyter, Debbie Keeling, David CoxLegacy Posted Date
2022-07-05First Compliant Deposit (FCD) Date
2022-07-05Usage metrics
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