Loyalty Management: Driving Engagement with Loyalty Programs and Customer Experience
Autor Cristina Ziliani, Marco Ievaen Limba Engleză Paperback – 6 ian 2025
Loyalty Management is increasingly identified with the design and management of a quality customer experience in the journey across the many touchpoints that connect the customer with the brand. Evaluating the research on best practice and offering concrete examples from industry, including seven international case studies, the authors present a fresh take on the tools, strategies and skills – from loyalty programs to CRM to CX - that underpin loyalty’s key significance in marketing. New to this 2nd edition, readers will find:
- A new chapter exploring the strategic relevance of loyalty management for company long term profitability.
- A new chapter on Loyalty and Sustainability, based on research on 90 case studies of loyalty initiatives worldwide, supporting organisations as they strive to meet their ESG requirements and demonstrating how they can use their loyalty programs to do so.
- Coverage of the role of touchpoints in developing loyalty, from physical stores to voice assistants, drawing from state of the art international scientific research.
- Discussion of metrics and KPIs for measuring loyalty management, as well as further exploration of the role of emerging technologies, in particular the application of predictive and generative Artificial Intelligence to loyalty strategies.
- New case studies and examples from a broader range of industries and geographical regions.
It will guide marketers, business leaders and postgraduate students through the changes in marketing thought and practice of Loyalty Management - including omnichannel, AI, and sustainability - as well as offering practical guidance on the skills and capabilities that companies need if they want to be successful at delivering essential, loyalty-driving customer experiences.
| Toate formatele și edițiile | Preț | Express |
|---|---|---|
| Paperback (2) | 343.11 lei 3-5 săpt. | +28.31 lei 6-10 zile |
| Taylor & Francis – 6 ian 2025 | 343.11 lei 3-5 săpt. | +28.31 lei 6-10 zile |
| Taylor & Francis – 7 oct 2019 | 363.25 lei 3-5 săpt. | |
| Hardback (2) | 995.27 lei 3-5 săpt. | |
| Taylor & Francis – oct 2019 | 995.27 lei 3-5 săpt. | |
| Taylor & Francis – 6 ian 2025 | 1115.21 lei 6-8 săpt. |
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Specificații
ISBN-13: 9781032510354
ISBN-10: 1032510358
Pagini: 338
Ilustrații: 58
Dimensiuni: 156 x 234 x 21 mm
Greutate: 0.6 kg
Ediția:2
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
ISBN-10: 1032510358
Pagini: 338
Ilustrații: 58
Dimensiuni: 156 x 234 x 21 mm
Greutate: 0.6 kg
Ediția:2
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
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Public țintă
Postgraduate and Professional ReferenceCuprins
1. Loyalty Management: Strategy for Profitable Growth 2. The Impact of Big Data and Artificial Intelligence 3. Loyalty and Sustainability 4. What We Know About Loyalty Programs 5. Managing Customer Experience to Foster Loyalty 6. Fostering Loyalty through Engagement and Gamification 7. Using Customer Insight in Retail Management 8. Benchmarking Loyalty Management Activities: The Italian Market 9. Loyalty Strategies and the Test of Time: Barilla and Starbucks 10. Loyalty Case Studies from Around the World 11. Future Challenges
Notă biografică
Cristina Ziliani, PhD, is full professor of Marketing at the University of Parma, Italy. She lectures on loyalty management at leading universities and business events around the world, including Australia, Brazil, Japan, the US, UK, France, Belgium, Spain and Thailand. Her research focuses on loyalty marketing, customer relationship management, promotions and customer experience. She is the author of over 50 scientific papers on loyalty and 6 books and is the scientific director of the Osservatorio Fedeltà UniPR (Loyalty Observatory) since 1999. Cristina is also the Director of the Master in Trade and Consumer Marketing at the University of Parma, growing talents for marketing, CRM and loyalty positions in Italy and abroad.
Marco Ieva, PhD, is Associate Professor in Marketing at the University of Parma where he lectures in Customer Relationship Management, E-commerce and Digital Analytics and Services Marketing. His research spans retailing, loyalty marketing, customer experience and marketing innovation. He has published papers in multiple academic outlets, such as Journal of Advertising Research, Industrial Marketing Management, Journal of Cleaner Production, Journal of Retailing and Consumer Services and International Journal of Retail and Distribution Management.
Marco Ieva, PhD, is Associate Professor in Marketing at the University of Parma where he lectures in Customer Relationship Management, E-commerce and Digital Analytics and Services Marketing. His research spans retailing, loyalty marketing, customer experience and marketing innovation. He has published papers in multiple academic outlets, such as Journal of Advertising Research, Industrial Marketing Management, Journal of Cleaner Production, Journal of Retailing and Consumer Services and International Journal of Retail and Distribution Management.
Recenzii
"The first edition of this book was a welcome and timely contribution to a fast-moving subject in an omnichannel world. Four years later, this fully revised edition makes for fascinating reading, drawing as it does from a greater variety of new international and sectoral examples and experiences. Once again, Professor Ziliani and her team at the Università di Parma’s Loyalty Observatory demonstrate an authoritative command of this important topic."
Professor Jonathan Reynolds, Academic Director, Oxford Institute of Retail Management, University of Oxford.
"Does incorporating sustainable, behavior-inducing practices into loyalty programs pay off? How can brands balance commercial and ethical goals to achieve the best long-term results? What loyalty strategies can address the psychological aspects underlying shopping behavior? In this new edition, Ziliani and Ieva review 25 years of loyalty program evolution, CRM, and CX management, and delve into state-of-the-art questions that brands are facing today."
Stefano Piazzolla, Analytics & Business Intelligence Manager, Esselunga
“The Loyalty Management book by Professor Cristina Ziliani and Professor Marco Ieva is a valuable resource for anyone wanting to build a solid understanding of customer loyalty management. Drawing from the authors’ research and years of experience in the loyalty space, the book combines rigorous research insights with practical examples and industry trends to cover comprehensive topics in loyalty management. This updated edition includes new timely materials such as a thorough review of sustainability practices in loyalty and case studies of real-world loyalty programs. Whether you are new to the loyalty industry or a seasoned professional, the book's mixture of informative content and personal reflections will make for a rewarding read.”
Professor Yuping Liu-Thompkins, Ph.D., Director of Loyalty Science Lab, Strome College of Business, Old Dominion University, USA
Professor Jonathan Reynolds, Academic Director, Oxford Institute of Retail Management, University of Oxford.
"Does incorporating sustainable, behavior-inducing practices into loyalty programs pay off? How can brands balance commercial and ethical goals to achieve the best long-term results? What loyalty strategies can address the psychological aspects underlying shopping behavior? In this new edition, Ziliani and Ieva review 25 years of loyalty program evolution, CRM, and CX management, and delve into state-of-the-art questions that brands are facing today."
Stefano Piazzolla, Analytics & Business Intelligence Manager, Esselunga
“The Loyalty Management book by Professor Cristina Ziliani and Professor Marco Ieva is a valuable resource for anyone wanting to build a solid understanding of customer loyalty management. Drawing from the authors’ research and years of experience in the loyalty space, the book combines rigorous research insights with practical examples and industry trends to cover comprehensive topics in loyalty management. This updated edition includes new timely materials such as a thorough review of sustainability practices in loyalty and case studies of real-world loyalty programs. Whether you are new to the loyalty industry or a seasoned professional, the book's mixture of informative content and personal reflections will make for a rewarding read.”
Professor Yuping Liu-Thompkins, Ph.D., Director of Loyalty Science Lab, Strome College of Business, Old Dominion University, USA
Descriere
In this insightful text, Cristina Ziliani and Marco Ieva trace the evolution of thinking, contemporary themes and practice in Loyalty Management.
It will guide marketers, business leaders and post graduate students through the changes in marketing thought and practice of Loyalty Management.
It will guide marketers, business leaders and post graduate students through the changes in marketing thought and practice of Loyalty Management.