CentER

Jorna Leenheer

Abstract:
Loyalty programmes have widely appeared in several sectors, with the aim of enhancing customer loyalty and profitability. This dissertation examines which role loyalty programmes can play in the company's marketing-mix, with a special focus on retailing. The dissertation consists of three independent projects. The first project studies the determinants of retailers' decision to adopt loyalty programmes and the effectiveness of loyalty programmes by means of a retailer survey. The second project studies the effects of loyalty programmes on behavioral loyalty by using market-wide panel data and correcting for the two-sided causality between loyalty programme membership and behavioral loyalty. The third project focuses on the effects of loyalty programme rewards on (future) customer behavior and customer lifetime value using loyalty programme data from an individual retail company.