Handbook of Research on Customer Loyalty

Edited by Debbie I. Keeling, Deputy Pro-Vice Chancellor (Knowledge Exchange), Director, Sussex ESRC Impact Acceleration Account, Professor, Marketing, University of Sussex, UK and Regional Editor, European Journal of Marketing, Ko de Ruyter, Vice Dean (Research), Head of the Marketing Subject Group, Professor, Marketing, King’s Business School, King’s College London, UK and Adjunct Professor, Marketing, UNSW Business School, Australia and David Cox, CEO, Motivforce Marketing and Incentives, The Long Barn, Down Farm, UK

Contents:

1 Introduction to the Handbook of Research on Customer Loyalty 1
Debbie I. Keeling, Ko de Ruyter and David Cox

PART I PUTTING CUSTOMER LOYALTY
INTO PERSPECTIVE – THE STATE OF
RESEARCH-DRIVEN PRACTICE
2 A review of perspectives on customer loyalty 5
Kathy A. Keeling
3 A twenty-year review of brand and customer loyalty patents
and academic literature 23
Charles V. Trappey, Amy J. C. Trappey, Annie A. S. Li and
Richard Feinberg
4 The customer loyalty journey – technology enabled loyalty
touchpoints 42
Mathew Chylinski and Jonas Heller
5 Customer loyalty – an international perspective 55
Aqeel Faisal A. Kadasah
6 Ethical dilemmas in terminating undesired (loyal) customers 70
Ting Yu and Michael Schwartz

PART II RESEARCH METHODS, METRICS AND DESIGNS
FOR CUSTOMER LOYALTY
7 Customer experience measurement: implications for customer loyalty 83
Francisco Villarroel Ordenes, David Díaz Solis and Dennis Herhausen
8 Capturing complex, dynamic customer loyalty by integrating
traditional and big data analyses 95
Ce (Jacky) Mo and Ting Yu
9 Voice in customer loyalty research 107
Bitty Balducci and Detelina Marinova
10 Predictive approaches to customer loyalty: the impact of
missing data on the predictability of customer loyalty models 129
Dominik M. Piehlmaier
11 Customer disloyalty: an interactive introspection 142
Maja Golf-Papez and René Moolenaar

PART III PROGRAMMATIC APPROACHES TO CUSTOMER LOYALTY
12 The rewards portfolio 153
David Cox
13 Loyalty-Based Learning (LBL) in channel enablement programmes 164
Debbie I. Keeling and Ko de Ruyter
14 Play, games and gamification: possibilities for customer loyalty 173
Joey Lam, Karen Robson, Kirk Plangger, Jan Kietzmann, Ian
McCarthy and Leyland Pitt
15 In search of loyalty programme soft benefits: a social capital
perspective 189
David Cox
16 Nudging and marketing communications: a regulatory focus
perspective 202
Ilia Protopapa and Stavros P. Kalafatis
17 Loyalty programmes: cases in points 216
David Cox
18 Habitual behaviour: design for automaticity during customer
loyalty decisions 228
Dominik Mahr, Tim Hilken and Timna Bressgott
19 The journey from non-audiences to loyal audiences: a case
study of a performing arts theatre 244
Yu-Chien Chang and Dirk vom Lehn

PART IV REIMAGINING CUSTOMER LOYALTY RESEARCH
20 Six dilemmas for customer loyalty and sustainability 258
Fatima Wang
21 Building customer loyalty with augmented reality: current and
future trends 274
Tim Hilken, Dominik Mahr and Dai-In Danny Han
22 Fostering customer loyalty using technology 291
Elisa B. Schweiger and Dhruv Grewal
23 If you post, they will follow: understanding the dynamics of
the influencer marketing industry 306
Gillian Brooks and Mikołaj Piskorski
24 Role of AI in enhancing customer engagement, loyalty and
loyalty programme performance 316
Choukri Menidiel, Linda D. Hollebeek, Anu Leppiman and Iivi
Riivits-Arkonsuo
25 Redefining consumer relationships through voice technologies 332
Matteo Montecchi, Kirk Plangger, Anouk de Regt and Adam J. Mills

Index