Posted by & filed under Consumer/Buyer Behavior, Integrated Marketing Communications (IMC), Marketing Research, Marketing Strategy, Pricing, Product Brands and Branding, Relationship Marketing.

Description: Customers are unhappy when their favorite retailers make it harder to earn rewards, as Starbucks, Dunkin’ and Best Buy have recently done. But firms have to walk a fine line between customer loyalty and profits, says Wharton’s Raghuram Iyengar.


Date: Feb 14, 2023


Questions for discussion:

  • What does the research say about the value of loyalty programs and their relationships with customers, sales and profitability?
  • What advice is directed to firms using these programs? Do you agree?