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The Strategic Power of Customer Relationships: Leveraging Loyalty to Create Value
Companies need to manage their customer base according to loyalty-based logic, focused on building and maintaining loyal relationships that stand the test of time. This reality has long been underscored by the shift from transactional to relationship marketing. The digital revolution has fueled and accelerated this transition, redefining the structure and competitive mechanisms of many industries ...
Godfather Marketing: A New Approach with Risks and Rewards
According to the prevailing academic definition, the strategic goal of marketing is to "create value" for both the firm and consumers (cf. Gundlach and Wilkie, 2009), where "value" is understood as something that is objectively beneficial to both parties. However, it could be argued that the ultimate purpose of firms is to sell products, while for consumers it is to fulfill their needs – needs that ...
Engagement, Personalization, and Measurement: How AI Is Redefining Customer Loyalty in Retail
For contemporary retail, operating in a context of structural fragility, this is a must. Loyalty can no longer be classified as a natural outcome of the funnel, or simply the result of this or that promotional or technological lever. Loyalty instead is turning into a trust-based platform, with artificial intelligence providing the cognitive infrastructure that enables companies to orchestrate personalization, ...
Designing Omnichannel Loyalty Campaigns: How Retailers Create Value Through Data and Engagement
The growing complexity of retail is redefining the role of loyalty programs (LPs), which can no longer be treated as isolated promotional initiatives. Due to the proliferation of digital touchpoints and rising customer expectations, campaigns are evolving into integrated systems capable of generating commercial, relational, and informational value. In this article, based on empirical research by The ...