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.

Source: knowledge.wharton.upenn.edu/

Date: Feb 14, 2023

Link: https://knowledge.wharton.upenn.edu/podcast/knowledge-at-wharton-podcast/the-brewing-backlash-over-rewards-programs/?utm_campaign=KatW2023&utm_medium=email&utm_source=kw_campaign_monitor&utm_term=2-15-2023&utm_content=The_Brewing_Backlash_Over_Rewards_Programs

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?