Exit strategies of loyalty programs

Artikel

Loyalty programs are a widespread marketing tool whose contribution to a company's economic success is still being questioned. From a marketing relationship perspective, they cannot be terminated easily and their elimination has to be reasoned. This qualitative study examines why companies end their loyalty programs and how their termination is processed. In five different cases that I present, results reveal that conflicts with partners and unfavorable cost-benefit ratios are determinants of the program terminations. Customer information and regulatory issues on reward validation characterize the process of withdrawal. The exit strategy "phase out slowly" is adopted most commonly.

Object Details

• Language: Englisch

References and Relationships

• Bibliographic citation: Journal: jbm - Journal of Business Market Management ; ISSN: 1864-0761 ; Volume: 9 ; Year: 2016 ; Issue: 1 ; Pages: 564-596 ; Berlin: Freie Universität Berlin, Marketing-Department

Classification and Topics

• Classification: Management
• Subject: Loyalty Program ; Exit Strategy ; Relationship Marketing

Contributors, Places and Time

• Event: Geistige Schöpfung
• (who): Rehnen, Lena Marie
• Event: Veröffentlichung
• (who): Freie Universität Berlin, Marketing-Department
• (where): Berlin
• (when): 2016

Further information

• Handle: http://hdl.handle.net/10419/149032
• URN: urn:nbn:de:0114-jbm-v9i1.1529
• Last update: 10.03.2025, 11:43 AM CET