Developing an Effective Customer Loyalty Program

by Barry Berman

Fall 2006

Volume 49
Issue 1

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Despite the large number of firms offering loyalty programs and their high levels of consumer membership, many of these loyalty programs have not been successful. This article differentiates among four different types of loyalty programs and offers a series of guidelines to assist firms to develop, implement, and control an effective loyalty program. It also describes several potential pitfalls that need to be avoided.

California Management Review

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Published at Berkeley Haas for more than sixty years, California Management Review seeks to share knowledge that challenges convention and shows a better way of doing business.

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