Loyalty Management


Loyalty Management can be summarised as a series of activities aimed at better serving customers. The concept explores the ways in which companies can acquire, engage and retain their customers and reviews the relationship between customer retention and the other aspects of the business.

Technique Overview

Loyalty Management

Loyalty Management Definition

Loyalty is "the willingness of someone - a customer, an employee, a friend - to make an investment or personal sacrifice in order to strengthen a relationship" (Reichheld, 2003:48). Loyalty management encompasses "structured and effective actions to manage, select, relate and control customers' buying behavior" (Lara and Madariaga, 2007:38).

Loyalty Management Description *

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Business Evidence

Strengths, weaknesses and examples of Loyalty Management *

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Business Application

Implementation, success factors and measures of Loyalty Management *

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Professional Tools

Loyalty Management videos and downloads *

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Further Reading

Loyalty Management web and print resources *

Loyalty Management references (4 of up to 20) *

  • Bayraktar, A., Yilmaz, E. and Yamak, O. (2010) Implementation of RFID Technology for the Differentiation of Loyalty Programs. Journal of Relationship Marketing, Vol. 9(1), pp. 30-42.
  • Fredericks, J., Hurd, R. and Salter II, J. (2001) Connecting Customer Loyalty to Financial Results. Marketing Management, Vol. 10(1), pp. 26-32.
  • Ho, R., Huang, L., Huang, S., Lee, T., Rosten, A. and Tang, C.S. (2009) An Approach to Develop Effective Customer Loyalty Programs: The VIP Program at T&T Supermarkets Inc. Managing Service Quality, Vol. 19(6), pp. 702-720.
  • Lara, P. and de Madariaga, J. (2007) The Importance of Rewards in the Management of Multi Sponsor Loyalty Programs. Journal of Database Marketing and Customer Strategy Management, Vol. 15(1), pp. 37-48.

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