The Pursued Benefits of Customer Loyalty Programs
Reinekoski, Ilona (2010)
Kandidaatintutkielma
Reinekoski, Ilona
2010
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe201001211153
https://urn.fi/URN:NBN:fi-fe201001211153
Tiivistelmä
Customer loyalty programs have increased in recent decades and customers are members in several loyalty programs. Loyalty programs are seen as a tool of exploiting customer relationship management with the aim of long-term, profitable customer relationships. Companies have created such a market where customers are rewarded automatically, even if they are disloyal. In addition, companies are struggling as they try to motivate customers to purchase more and make more frequent visits.