Loyalty Management

Driving Engagement with Loyalty Programs and Customer Experience
2. Auflage 2025
ISBN: 978-1-032-51035-4
Verlag: Taylor & Francis

Buch, Englisch, 322 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 454 g

In this insightful text, Cristina Ziliani and Marco Ieva trace the evolution of thinking, contemporary themes and practice in loyalty management.

Loyalty management is increasingly identified with the design and management of a quality customer experience in the journey across the many touchpoints that connect the customer with the brand. Evaluating the research on best practice and offering concrete examples from industry, including seven international case studies, the authors present a fresh take on the tools, strategies and skills – from loyalty programs to CRM to CX – that underpin loyalty’s key significance in marketing. New to this 2nd edition, readers will find:

- A new chapter exploring the strategic relevance of loyalty management for company long-term profitability.

- A new chapter on loyalty and sustainability, based on research on 90 case studies of loyalty initiatives worldwide, supporting organizations as they strive to meet their ESG requirements and demonstrating how they can use their loyalty programs to do so.

- Coverage of the role of touchpoints in developing loyalty, from physical stores to voice assistants, drawing from state-of-the-art international scientific research.

- Discussion of metrics and KPIs for measuring loyalty management, as well as further exploration of the role of emerging technologies, in particular the application of predictive and generative artificial intelligence to loyalty strategies.

- New case studies and examples from a broader range of industries and geographical regions.

Celebrating 25 years of experience in research, consulting and teaching within the Osservatorio Fedeltà UniPR (Loyalty Observatory), the authors have compiled a unique research-based, practice-oriented text.

It will guide marketers, business leaders and postgraduate students through the changes in marketing thought and practice of loyalty management – including omnichannel, AI and sustainability – as well as offering practical guidance on the skills and capabilities that companies need if they want to be successful at delivering essential, loyalty-driving customer experiences.

Zielgruppe

Postgraduate and Professional Reference

Autoren/Hrsg.

Ziliani, Cristina

Ieva, Marco

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik

Inhaltsverzeichnis

1. Loyalty management: strategy for profitable growth 2. The impact of big data and artificial intelligence 3. Loyalty and sustainability 4. What we know about loyalty programs 5. Managing customer experience to foster loyalty 6. Fostering loyalty through engagement and gamification 7. Using customer insight in retail management 8. Benchmarking loyalty management activities: the Italian market 9. Loyalty strategies and the test of time: Barilla and Starbucks 10. Loyalty case studies from around the world 11. Future challenges

Über Autor(innen)

Cristina Ziliani, PhD, is Professor of Marketing at the University of Parma, Italy and the scientific director of the Osservatorio Fedeltà UniPR. She lectures at leading universities and business events around the world.

Marco Ieva is Associate Professor in Marketing at the University of Parma, Italy. His research interests are retailing, loyalty management and marketing innovation.