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Handbook of Research on Customer Loyalty

9781800371620 Edward Elgar Publishing
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 and David Cox, CEO, Motivforce Marketing and Incentives, The Long Barn, Down Farm, UK
Publication Date: July 2022 ISBN: 978 1 80037 162 0 Extent: c 384 pp
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.

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Critical Acclaim
Contributors
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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.
Critical Acclaim
‘The Handbook of Research on Customer Loyalty is a must have for loyalty practitioners. This treasure chest of insights from some of the world's leading authorities in loyalty marketing combines cutting edge theoretical concepts with practical illustrations and operational know-how.’
– Ryan Faithfull, Global Offering Manager – Know Your IBM (KYI)

‘Finally a book that effectively blends academic concepts and theories, with future predictions, real life insights and case studies in loyalty marketing. I really loved the pragmatic and common sense approach which is exactly what businesses are looking for now when trying to build customer loyalty. The Handbook of Research on Customer Loyalty is a must have for any person who is operating a loyalty program or interested in the concept of customer loyalty. This is a really valuable tool carefully curating insights on relevant topics within loyalty marketing research from some of the world's leading experts. A must have!’
– Tony Wood, Senior Partner, Mercer & Managing Director Continental Europe, Mercer Marsh Benefits, UK

‘Debbie Keeling, Ko de Ruyter, and David Cox—in collaboration with 45 colleagues from around the world—bring an overview of the state of research-driven customer-loyalty practice, offer insights in research methods, metrics, and designs for measuring customer loyalty, put forward observations on programmatic approach to customer loyalty, and, finally, attempt to reimagine customer loyalty research. I especially appreciated the six chapters at the end of the Handbook, as they offer interesting avenues for future research on customer loyalty. I am confident in predicting the Handbook will be a valuable resource for scholars and practitioners alike. Kudos all around to the team behind the Handbook.’
– Adam Lindgreen, Copenhagen Business School, Denmark and University of Pretoria, South Africa
Contributors
Contributors include: Bitty Balducci, Timna Bressgott, Gillian Brooks, Yu-Chien Chang, Mathew Chylinski, David Cox, Anouk de Regt, Ko de Ruyter, David Díaz, Richard Feinberg, Maja Golf-Papez, Dhruv Grewal, Dai-In Danny Han, Jonas Heller, Dennis Herhausen, Tim Hilken, Linda D. Hollebeek, Aqeel Faisal A. Kadash, Stavros P. Kalafatis, Debbie Isobel Keeling, Kathy A. Keeling, Jan Kietzmann, Joey Lam,Anu Leppiman, Annie Li, Dominik Mahr, Detelina Marinova, Ian McCarthy, Choukri Menidjel, Adam J. Mills, Ce (Jacky) Mo, Matteo Montecchi, René Moolenaar, Francisco Villarroel Ordenes, Dominik M. Piehlmaier, Mikołaj Jan Piskorski, Leyland Pitt, Kirk Plangger, Ilia Protopapa, Iivi Riivits-Arkonsuo, Karen Robson, Michael Schwartz, Elisa B. Schweiger, Amy Trappey, Charles Trappey, Dirk vom Lehn, Fatima Wang, Ting Yu
Contents
Contents:

1 Introduction to the Handbook of Research on Customer Loyalty 1
Debbie I. Keeling, Ko de Ruyter and David Cox

PART I PUTTING CUSTOMER LOYALTY
INTO PERSPECTIVE – THE STATE OF
RESEARCH-DRIVEN PRACTICE
2 A review of perspectives on customer loyalty 5
Kathy A. Keeling
3 A twenty-year review of brand and customer loyalty patents
and academic literature 23
Charles V. Trappey, Amy J. C. Trappey, Annie A. S. Li and
Richard Feinberg
4 The customer loyalty journey – technology enabled loyalty
touchpoints 42
Mathew Chylinski and Jonas Heller
5 Customer loyalty – an international perspective 55
Aqeel Faisal A. Kadasah
6 Ethical dilemmas in terminating undesired (loyal) customers 70
Ting Yu and Michael Schwartz

PART II RESEARCH METHODS, METRICS AND DESIGNS
FOR CUSTOMER LOYALTY
7 Customer experience measurement: implications for customer loyalty 83
Francisco Villarroel Ordenes, David Díaz Solis and Dennis Herhausen
8 Capturing complex, dynamic customer loyalty by integrating
traditional and big data analyses 95
Ce (Jacky) Mo and Ting Yu
9 Voice in customer loyalty research 107
Bitty Balducci and Detelina Marinova
10 Predictive approaches to customer loyalty: the impact of
missing data on the predictability of customer loyalty models 129
Dominik M. Piehlmaier
11 Customer disloyalty: an interactive introspection 142
Maja Golf-Papez and René Moolenaar

PART III PROGRAMMATIC APPROACHES TO CUSTOMER LOYALTY
12 The rewards portfolio 153
David Cox
13 Loyalty-Based Learning (LBL) in channel enablement programmes 164
Debbie I. Keeling and Ko de Ruyter
14 Play, games and gamification: possibilities for customer loyalty 173
Joey Lam, Karen Robson, Kirk Plangger, Jan Kietzmann, Ian
McCarthy and Leyland Pitt
15 In search of loyalty programme soft benefits: a social capital
perspective 189
David Cox
16 Nudging and marketing communications: a regulatory focus
perspective 202
Ilia Protopapa and Stavros P. Kalafatis
17 Loyalty programmes: cases in points 216
David Cox
18 Habitual behaviour: design for automaticity during customer
loyalty decisions 228
Dominik Mahr, Tim Hilken and Timna Bressgott
19 The journey from non-audiences to loyal audiences: a case
study of a performing arts theatre 244
Yu-Chien Chang and Dirk vom Lehn

PART IV REIMAGINING CUSTOMER LOYALTY RESEARCH
20 Six dilemmas for customer loyalty and sustainability 258
Fatima Wang
21 Building customer loyalty with augmented reality: current and
future trends 274
Tim Hilken, Dominik Mahr and Dai-In Danny Han
22 Fostering customer loyalty using technology 291
Elisa B. Schweiger and Dhruv Grewal
23 If you post, they will follow: understanding the dynamics of
the influencer marketing industry 306
Gillian Brooks and Mikołaj Piskorski
24 Role of AI in enhancing customer engagement, loyalty and
loyalty programme performance 316
Choukri Menidiel, Linda D. Hollebeek, Anu Leppiman and Iivi
Riivits-Arkonsuo
25 Redefining consumer relationships through voice technologies 332
Matteo Montecchi, Kirk Plangger, Anouk de Regt and Adam J. Mills

Index
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