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Loyalty program effectiveness: Theoretical reviews and practical proofs

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The study found that all studied loyalty program elements identified affected their planning and implementation. The paper also provides additional discussion about additional issues of loyalty schemes planning and execution problems and proposes a set of solutions and recommendations, which might highlight some of the future venues with this regard. | Loyalty program effectiveness Theoretical reviews and practical proofs Uncertain Supply Chain Management 8 2020 Contents lists available at GrowingScience Uncertain Supply Chain Management homepage www.GrowingScience.com uscm Loyalty program effectiveness Theoretical reviews and practical proofs Muhammad Alshurideha Anwar Gasaymehb Gouher Ahmedc Haitham Alzoubic and Barween Al Kurdd a University of Sharjah United Arab Emirates b Applied Science Private University c Skyline University College United Arab Emirates d Amman Arab University Jordan CHRONICLE ABSTRACT Article history Loyalty programs are widely used by organizations as a structured customer relationship Received November 28 2019 management CRM tool to build and extend customer-supplier relationship. Although a large Received in revised format number of benefits are offered through them to both companies and consumers loyalty January 30 2019 programs face a set of planning and implementation pitfalls. Scholars or practitioners rarely Accepted February 11 2020 Available online discuss such pitfalls. Thus this paper intends to add further values to the current literature by February 12 2020 exploring investigating the main loyalty scheme pitfalls both theoretically and practically. The Keywords study explores a set of loyalty program planning problems and some of the execution s Loyalty program drawbacks including clear aim need loyalty program design budgeting and experienced Benefits and rewards employee involvement. In addition to loyalty programs benefits and rewards offered loyalty Loyalty program aim programs target customer selection problems using loyalty program promotional tools. For the Loyalty program budget study 161 managers and employees who were involved in loyalty program planning and Loyalty program employees execution were surveyed. Smart-PLS was used to test the developed model and hypotheses. Target customers The study found that all studied loyalty program elements identified affected