| 제10장 로열티 프로그램: 설계 방법과 효과 | |||||
| 작성자 | 관리자 | 작성일 | 2024-08-05 | 조회수 | 17 |
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1. Lecture Notes 2. Readings (01) Bolton, R. N., Kannan, P. K., & Bramlett, M. D. (2000). Implications of loyalty program membership and service experience for customer retention and value. Journal of the Academy of Marketing Science, 28(1), 95–108. (02) Dorotic, M., Verhoef, P. C., Fok, D., & Bijmolt, T. H. A. (2014). Reward redemption effects in a loyalty program when customers choose how much and when to redeem. International Journal of Research in Marketing, 31(4), 339–355. (03) Liu, Y. (2007). The long-term impact of loyalty programs on consumer purchase behavior and loyalty. Journal of Marketing, 71(4), 19–35. (04) Meyer-Waarden, L. (2007). The effect of loyalty programs on customer lifetime duration and share of wallet. Journal of Retailing, 83(2), 223–236. (05) Reinartz, W., & Kumar, V. (2003). The impact of customer relationship characteristics on profitable lifetime duration. Journal of Marketing, 67(1), 77–99. |
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- 제11장 캠페인 관리