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Motivating, challenging, and moderating factors influencing loyalty program adoption in the business-to-business context

Pos, Danique (2019) Motivating, challenging, and moderating factors influencing loyalty program adoption in the business-to-business context.

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Abstract:Loyalty programs can be described as a marketing tool that aims to secure customer loyalty. Where they are widely utilized and exploited in the business-to-consumer market, the business-to-business market is where their potential is just starting to show. Very little research on loyalty programs in the business-to-business context is to be found, while customer loyalty is a concept of equal importance here. Objective of this research is to identify motivating, challenging and moderating factors of loyalty program adoption in the business-to-business context. This can be translated to goals/benefits of the program and challenges that firms potentially run into when setting up a loyalty program. The findings highlight the complex nature of loyalty program adoption in the business-to-business market. Noticeable is that regardless of any moderating factors, loyalty programs can prove to be beneficial in almost every setting. Importance of relationship development is highlighted within the concept of loyalty in business-to-business. There are most likely multiple reciprocal relationships and interchangeabilities between the factors, that cannot be exposed to great detail within the scope of this research. This research can provide as a helpful guide to both firms operative in the loyalty program market, as well as companies considering loyalty program adoption.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/78346
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