Customer Loyalty Research : Can customer loyalty programs really build loyalty?

Bachelor thesis English OPEN
Romppanen, Maiju; Kellgren, Cecilia; Moradi, Ladan;
(2007)
  • Publisher: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, EMM (Entrepreneurskap, Marknadsföring, Management)
  • Subject: Customer loyalty programs | customer clubs | Customer relationship management | customer loyalty | loyalty | Relationsmarknadsföring | Kundlojalitets program | Kundlojalitet | Loja-litet | detaljhandel | Business studies | Företagsekonomi

Background: During the last decades the efforts to foster customer relationships have become important due to increased competition in the consumer markets. One of the most popular strategies have been to introduce customer loyalty programs which are believed to enhance... View more
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