Loyalty marketing: boring or booming? How to turn customers' antipathy around
Abstract
Purpose
The purpose of this article is to consider various loyalty‐marketing schemes to create an argument in favor of the continued use of such programs in the future.
Design/methodology/approach
Gives a brief synopsis of loyalty‐marketing programs.
Findings
Loyalty‐marketing still offers that list of benefits that first attracted firms over a decade ago. Yet in a changed climate with a weary consumer marketers cannot afford to be lazy in the way they think about this tried and tested formula.
Originality/value
Gives guidance to consumer marketers who use loyalty‐marketing programs.
Keywords
Citation
(2006), "Loyalty marketing: boring or booming? How to turn customers' antipathy around", Strategic Direction, Vol. 22 No. 2, pp. 13-14. https://doi.org/10.1108/02580540610644050
Publisher
:Emerald Group Publishing Limited
Copyright © 2006, Emerald Group Publishing Limited