Marketing Science · 2021 · 28 citations · 23 references
BusinessMarketingMarketing ManagementCustomer Relationship ManagementMarketing StrategyStrategic MarketingCustomer Lifetime ValueCustomer LoyaltyCustomer RetentionCustomer SatisfactionLoyalty StrategyRetention StrategyLoyalty Program EffectsLoyalty Program StrategyLoyalty Program TiersTiered Loyalty SchemesTiered Loyalty Structures
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.
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