Do Loyalty Programs Really Make Consumers Loyal?
In your response, critically analyze the effectiveness of loyalty programs in fostering genuine customer loyalty versus merely incentivizing repeat purchases. Use insights from our classroom discussions, assigned readings (if desired) to support your argument or examples discussed during the course. Reflect on whether loyalty programs build emotional, attitudinal or behavioral loyalty, and consider any limitations or unintended consequences. Your paper should be well-organized, with a clear thesis and supporting points. While additional research is not required, ensure your analysis demonstrates a strong understanding of the course materials and concepts. Use proper citations for any references to readings or classroom content.
For some inspiration, please feel free to read and watch the following resources:
7 Customer Loyalty Programs That Actually Add Value
https://blog.hubspot.com/service/customer-loyalty
Cautionary Tales – Number Fever; How Pepsi Nearly Went Pop
https://timharford.com/2021/04/cautionary-tales-number-fever/
