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Identifying customer loyalty as a crucial success factor in
contemporary marketing thinking and practice, this innovative
Handbook incorporates a rich collection of perspectives on the
current topics and research-driven practices in the field. Leading
scholars offer an insightful reimagining of the research methods,
metrics, and designs for the future of measuring and predicting
customer loyalty. The Handbook recognises loyalty as a strategic
asset, and analyses incentive structures such as loyalty-based
learning, gamification, and automaticity to track the evolution of
customer loyalty programmes. Examining the impacts of globalization
and cutting-edge technologies on the customer loyalty journey, it
identifies an increase in customer defection and a rapid erosion of
single-brand loyalty. Forward-thinking, it concludes by reflecting
on how trends like voice technology, augmented reality, and
influencer marketing will shape the domain of customer loyalty in
the future. Gathering together contemporary concepts, practice,
measures and challenges to inform future research, this Handbook
will prove an enlightening read for students and scholars of
marketing, business and management, and psychology. Its
illustrative case studies will also prove invaluable for
practitioners in a diverse range of fields looking to future-proof
and reimagine their loyalty strategies.
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