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Efficacité et efficience des programmes de fidélisation

Efficacité et efficience des programmes de fidélisation

Philipp Meixner

53,73 €
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Ventas y marketing
ISBN:
9786209406614
53,73 €
IVA incluido
Disponible

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Sobre IBD

Au cours des deux dernières décennies, les programmes de fidélisation de la clientèle (LP) sont devenus l’outil le plus important de la gestion de la relation client. Malgré la popularité de ces programmes, l’état actuel de la recherche n’offre pas d’explications claires sur les caractéristiques qui distinguent les programmes de fidélisation réussis de ceux qui échouent. Les études portant sur les différences entre l’utilisation des programmes de fidélisation propres à l’entreprise (SALP) et celle des programmes de fidélisation multipartenaires (MVLP) sont particulièrement rares. Dans ce contexte, ce travail identifie les résultats de recherche pertinents concernant l’efficacité et l’efficience de l’utilisation des SPLP et des MPLP et les analyse de manière comparative.

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