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Skuteczność i efektywność programów lojalnościowych

Skuteczność i efektywność programów lojalnościowych

Philipp Meixner

53,73 €
IVA incluido
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Ventas y marketing
ISBN:
9786209401497
53,73 €
IVA incluido
Disponible

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Sobre IBD

Programy lojalnościowe dla klientów (LP) stały się w ciągu ostatnich dwóch dekad najważniejszym narzędziem zarządzania relacjami z klientami. Pomimo popularności tych programów, aktualny stan badań nie dostarcza jednoznacznych wyjaśnień, jakie cechy odróżniają skuteczne programy lojalnościowe od tych, które kończą się niepowodzeniem. Szczególnie rzadkie są badania dotyczące różnic w stosowaniu programów lojalnościowych własnych przedsiębiorstw (SALP) w porównaniu z programami lojalnościowymi wielu partnerów (MVLP). W tym kontekście niniejsza praca identyfikuje istotne wyniki badań dotyczące skuteczności i efektywności stosowania SPLP i MPLP oraz analizuje je w sposób porównawczy.

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