Abstract

ZANCHETT, Ricardo  and  PALADINI, Edson Pacheco. Consumer loyalty programs: impact of different modalities. Dyna rev.fac.nac.minas [online]. 2019, vol.86, n.208, pp.206-212. ISSN 0012-7353.  https://doi.org/10.15446/dyna.v86n208.71080.

This study presents a new modality of loyalty program and compares it with traditional approaches. Two commonly used modalities of loyalty programs, namely, individual and coalition, are described here in terms of their main characteristics, advantages, restrictions, market ranges in which they operate, and managerial implications. Then, a new program modality (cluster) is proposed, and practical aspects of its use are provided. The types of loyalty (loyalty to the brand, loyalty to the store, and loyalty to the program) aimed at in the three program modalities are also identified. The participation of partners, accumulation of benefits, options for recovery of benefits, market ranges, program management, and program focus are used to compare the programs. This analysis demonstrated the most appropriate approaches for each type of program.

Keywords : loyalty programs; loyalty program design; program modalities; loyalty approaches.

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