Effects of a obedience Program in a B-to-B Context exploitation an data-based Design Extended Abstract of depart in Progress for presentation at the 18th one-year DMEF Educators Conference Sunday, October 15, 2006 in San Francisco, CA Topic Area indication: - customer relationship management - Retention and frequency marketing - measure effectiveness of marketing communications Author Dr. J.M.C. (Jos) Schijns, M.B.A. Assistant professor at the Open University of the Netherlands Faculty of Management Sciences P.O. Box 2960 6401 DL HEERLEN, The Netherlands call: +31 45 5762196 Fax: +31 45 5762103 electronic mail: jos.schijns@ou.nl Web: www.ou.nl Co-authors Dr. C.J. (Cees) Gelderman Associate professor at the Open University of the Netherlands P.G. (Peter) Daams marketing Executive Business Services at a supplier of office products and services in the Netherlands Effects of a Loyalty Program in a B-to-B Context using an Experimental Design Introduction Despite the rise in the use of allegiance programs by marketers and in the academic interest in touchstone loyalty, there has been a heated discussion whether loyalty programs fabricate loyalty, or encourage customers to shop around and discourage loyalty.
Since trial-and-error research on the effects of loyalty schemes reports mixed results, the abide by of customer loyalty programs is questioned, and their success is conditional in sanctify to be strategic, effective and profitable. This study contributes to the existing literature in the following ways. First, in our study we assess the effects of a loyalty program using a classic forward and after experimental design, since both pre-launch data and post-launch data leave be gathered. intimately studies are based either on surveys that gather postlaunch data only, or on empirical generalizations using Dirichlet models. Further, we will study both the behavioral and the attitudinal dimension of loyalty. Most existing studies focus on behavioral effects only. Third, approximately empirical research... If you want to get a full essay, rear it on our website:
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Thank you for detailed information. I agreed with you that the new development in B2B loyalty programs help the enterprises establish a solid sales. In addition, a number of business websites have appeared on the Internet. At the same time, it attracts a large number of consumers.
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