Artikel
Exit strategies of loyalty programs
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.
- Sprache
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Englisch
- Erschienen in
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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
- Klassifikation
-
Management
- Thema
-
Loyalty Program
Exit Strategy
Relationship Marketing
- Ereignis
-
Geistige Schöpfung
- (wer)
-
Rehnen, Lena Marie
- Ereignis
-
Veröffentlichung
- (wer)
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Freie Universität Berlin, Marketing-Department
- (wo)
-
Berlin
- (wann)
-
2016
- Handle
- URN
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urn:nbn:de:0114-jbm-v9i1.1529
- Letzte Aktualisierung
-
10.03.2025, 11:43 MEZ
Datenpartner
Dieses Objekt wird bereitgestellt von:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Artikel
Beteiligte
- Rehnen, Lena Marie
- Freie Universität Berlin, Marketing-Department
Entstanden
- 2016
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