Increasing customer loyalty to the firm: The role of loyalty programs and effective communication
ISSN: 0258-0543
Article publication date: 1 October 2021
Issue publication date: 15 November 2021
Abstract
Purpose
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
Businesses have scope to increase customer loyalty to the firm through the introduction of loyalty programs. Relevance of such programs to target consumers is critical and their overall impact can be enhanced through the use of effective communication.
Originality/value
The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
Keywords
Citation
(2021), "Increasing customer loyalty to the firm: The role of loyalty programs and effective communication", Strategic Direction, Vol. 37 No. 10, pp. 14-16. https://doi.org/10.1108/SD-09-2021-0098
Publisher
:Emerald Publishing Limited
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