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Developing an Effective Customer Loyalty Program
Berman, Barry
49/1  (Fall 2006): 123-148

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.

 

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