Can Non-tiered Customer Loyalty Programs Be Profitable?

We show that a simple, nontiered loyalty program can substantially increase customer lifetime value and that most of this benefit comes from increasing customer retention.

• 저널Marketing Science · 40(3) · 508–526
• 토픽Customer Service Quality and Loyalty · Organizational Behavior and Human Resource Management
• DOI10.1287/mksc.2020.1268
• 저자Arun Gopalakrishnan, Zhenling Jiang, Yulia Nevskaya, Raphael Thomadsen