UID:
almahu_9949338028202882
Format:
1 online resource (384 pages).
ISBN:
9781800371637 (e-book)
Series Statement:
Research handbooks in business and management series
Content:
"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"--
Note:
Includes index.
,
Contents: 1. Introduction to the handbook of research on customer loyalty / Debbie I. Keeling, Ko de Ruyter and David Cox -- Part I: Putting customer loyalty into perspective - the state of research-driven practice -- 2. A review of perspectives on customer loyalty / Kathy A. Keeling -- 3. A twenty-year review of brand and customer loyalty patents and academic literature / Charles V. Trappey, Amy J. C. Trappey, Annie A. S. Li and Richard Feinberg -- 4. The customer loyalty journey - technology enabled loyalty touchpoints / Mathew Chylinski and Jonas Heller -- 5. Customer loyalty - an international perspective / Aqeel Faisal A. Kadasah -- 6. Ethical dilemmas in terminating undesired (loyal) customers / Ting Yu and Michael Schwartz -- Part II: Research methods, metrics and designs for customer loyalty -- 7. Customer experience measurement: Implications for customer loyalty / Francisco Villarroel Ordenes, David Díaz Solis and Dennis Herhausen -- 8. Capturing complex, dynamic customer loyalty by integrating traditional and big data analyses / Ce (Jacky) Mo and Ting Yu -- 9. Voice in customer loyalty research / Bitty Balducci and Detelina Marinova -- 10. Predictive approaches to customer loyalty: The impact of missing data on the predictability of customer loyalty models / Dominik M. Piehlmaier 11. Customer disloyalty: an interactive introspection / Maja Golf-Papez and René Moolenaar -- Part III: Programmatic approaches to customer loyalty -- 12. The rewards portfolio / David Cox -- 13. Loyalty-based learning (lbl) in channel enablement programmes / Debbie I. Keeling and Ko de Ruyter -- 14. Play, games and gamification: Possibilities for customer loyalty / Joey Lam, Karen Robson, Kirk Plangger, Jan Kietzmann, Ian McCarthy and Leyland Pitt -- 15. In search of loyalty programme soft benefits: A social capital perspective / David Cox -- 16. Nudging and marketing communications: A regulatory focus perspective / Ilia Protopapa and Stavros P. Kalafatis -- 17. Loyalty programmes: Cases in points / David Cox -- 18. Habitual behaviour: Design for automaticity during customer loyalty decisions / Dominik Mahr, Tim Hilken and Timna Bressgott -- 19. The journey from non-audiences to loyal audiences: A case study of a performing arts theatre / Yu-Chien Chang and Dirk vom Lehn -- Part IV: Reimagining customer loyalty research -- 20. Six dilemmas for customer loyalty and sustainability / Fatima Wang -- 21. Building customer loyalty with augmented reality: Current and future trends / Tim Hilken, Dominik Mahr and Dai-In Danny Han -- 22. Fostering customer loyalty using technology / Elisa B. Schweiger and Dhruv Grewal -- 23. If you post, they will follow: Understanding the dynamics of the influencer marketing industry / Gillian Brooks and Mikołaj Piskorski -- 24. Role of AI in enhancing customer engagement, loyalty and loyalty programme performance / Choukri Menidiel, Linda D. Hollebeek, Anu Leppiman and Iivi Riivits-Arkonsuo -- 25. Redefining consumer relationships through voice technologies / Matteo Montecchi, Kirk Plangger, Anouk de Regt and Adam J. Mills -- Index.
Additional Edition:
ISBN 9781800371620 (hardback)
Language:
English
Keywords:
Electronic books.
URL:
https://www.elgaronline.com/view/book/9781800371637/9781800371637.xml
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