Purpose: This paper analyses how the purchase channel and customer complaint goals affect the sequential choice of post–purchase complaint channels when customers experience a service failure followed by a service recovery failure (double deviation). Design/methodology/approach: An online...

Purpose: The explosion in the number of touchpoints is putting pressure on companies to design omnichannel customer experiences aimed at achieving long-term customer loyalty. The purpose of this paper is to examine the relative importance of 24 touchpoints in contributing to customer loyalty...

Purpose: The purpose of this paper is to identify the patterns of customer exposure to touchpoints by segmenting consumers based on the frequency of their exposure, and to understand the relationship of patterns of exposure with customer loyalty intentions (relationship commitment,...

<em>Making the point. The challenge of loyalty program effectiveness measurement</em> - This piece of work is part of a wider reflection on the development of a loyalty marketing orientation among Italian companies: in such context, we decided to investigate marketing managers’ perceptions of loyalty...

<i> L’approccio customer-focused alla misura dell’efficacia della promozione al consumo </i> (di Cristina Ziliani) - ABSTRACT: This paper is concerned with the proposal for a new approach to measuring the effectiveness of consumer promotions, enabled by individual customer information collected via...

This work is concerned with the proposal of a segmentation approach to the retail company customer base founded on behavioural variables collected via loyalty cards. Based on two company databases, for a total of 278.000 individual customer profiles, the resulting analyses and Map are limited in...

Purpose The purpose of this paper is to identify patterns of medium preference for loyalty programs (LPs) among members to support the case for segmenting customers based on their medium preference. Design/methodology/approach A survey of nearly 2,000 customers who are enrolled in at least one...

Purpose – The purpose of this paper is to evaluate the recent evolution of store flyers to illustrate how a tool of traditional marketing can be applied to generate insight on customer “couch-to-cart” behaviour thus supporting an innovating shopper marketing approach. The authors support...