Making the point. The challenge of loyalty program effectiveness measurement

Abstract: The first aim of the study is to investigate marketing managers’ perceptions of loyalty marketing challenges, satisfaction with their own loyalty gain insight into the future developments of a loyalty marketing orientation in the industry. In fact, very little research attention, if none, is devoted to companies’ (especially retailers) perceptions and attitutes towards loyalty programs. A second goal for our work is to help managers devise effectiveness measures for their catalogues – and, indirectly, their loyalty programs –, that could provide directions for decision making, easing the uncertainty regarding the future of their loyalty strategies. Rivista: MERCATI E COMPETITIVITÀ Rivista della Società Italiana di Marketing 4 fascicoli all'anno, ISSN 1826-7386, ISSNe 1972-4861