Increasing customer loyalty to the firm: The role of loyalty programs and effective communication

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Businesses have scope to increase customer loyalty to the firm through the introduction of loyalty programs. Relevance of such programs to target consumers is critical and their overall impact can be enhanced through the use of effective communication.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2021), "Increasing customer loyalty to the firm: The role of loyalty programs and effective communication", Strategic Direction, Vol. 37 No. 10, pp. 14-16. https://doi.org/10.1108/SD-09-2021-0098