Bijmolt, Tammo H. A.; Dorotic, Matilda; Verhoef, Peter C. - In: Foundations and Trends(R) in Marketing 5 (2011) 4, pp. 197-258
Loyalty programs (LPs) have increased in popularity, and have been studied extensively in the academic literature with mixed findings. Therefore, we offer an overview of extant research on LPs. We derive generalizations on the effectiveness and best design of LPs, discuss conditions that mediate...