Handbook of research on customer loyalty / edited by Debbie I. Keeling, Deputy Pro-Vice Chancellor (Knowledge Exchange), Director, Sussex ESRC Impact Acceleration Account, Professor, Marketing, University of Sussex, UK and Regional Editor, European Journal of Marketing, Ko de Ruyter, Vice Dean (Research), Head of the Marketing Subject Group, Professor, Marketing, King's Business School, King's College London, UK and Adjunct Professor, Marketing, UNSW Business School, Australia, David Cox, CEO, Motivforce Marketing and Incentives, The Long Barn, Down Farm, UK.

Format:

Book

Contributor:

Edward Elgar Publishing, publisher.

Keeling, Debbie I., editor.

Ruyter, Ko de, editor.

Cox, David, editor.

Series:

Research Handbooks in Business and Management

Language:

English

Subjects (All):

Customer loyalty.

Physical Description:

1 online resource (374 pages)

Place of Publication:

Cheltenham, England ; Northampton, Massachusetts : Edward Elgar Publishing, [2022]

Summary:

"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"-- Provided by publisher.

Contents:

Front Matter

Copyright

Contents

Contributors

1. Introduction to the Handbook of Research on Customer Loyalty

PART I PUTTING CUSTOMER LOYALTY INTO PERSPECTIVE - THE STATE OF RESEARCH-DRIVEN PRACTICE

2. A review of perspectives on customer loyalty

3. A twenty-year review of brand and customer loyalty patents and academic literature

4. The customer loyalty journey - technology enabled loyalty touchpoints

5. Customer loyalty - an international perspective

6. Ethical dilemmas in terminating undesired (loyal) customers

PART II RESEARCH METHODS, METRICS AND DESIGNS FOR CUSTOMER LOYALTY

7. Customer experience measurement: implications for customer loyalty

8. Capturing complex, dynamic customer loyalty by integrating traditional and big data analyses

9. Voice in customer loyalty research

10. Predictive approaches to customer loyalty: the impact of missing data on the predictability of customer loyalty models

11. Customer disloyalty: an interactive introspection

PART III PROGRAMMATIC APPROACHES TO CUSTOMER LOYALTY

12. The rewards portfolio

13. Loyalty-Based Learning (LBL) in channel enablement programmes

14. Play, games and gamification: possibilities for customer loyalty

15. In search of loyalty programme soft benefits: a social capital perspective

16. Nudging and marketing communications: a regulatory focus perspective

17. Loyalty programmes: cases in points

18. Habitual behaviour: design for automaticity during customer loyalty decisions

19. The journey from non-audiences to loyal audiences: a case study of a performing arts theatre

PART IV REIMAGINING CUSTOMER LOYALTY RESEARCH

20. Six dilemmas for customer loyalty and sustainability

21. Building customer loyalty with augmented reality: current and future trends

22. Fostering customer loyalty using technology.

23. If you post, they will follow: understanding the dynamics of the influencer marketing industry

24. Role of AI in enhancing customer engagement, loyalty and loyalty programme performance

25. Redefining consumer relationships through voice technologies

Index.

Notes:

Includes index.

Description based on print version record.

Includes bibliographical references and index.

Other Format:

Print version: Keeling, Debbie I. Handbook of Research on Customer Loyalty

ISBN:

1-80037-163-2