Developing an Effective Customer Loyalty Program
区分了四种不同类型的忠诚度计划，为企业提供开发、实施和控制有效忠诚度计划的指导，并指出需要避免的常见陷阱。
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.