LAUSR

Customer segment transition through the customer loyalty program

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1 Published in 2021 at "Asia Pacific Journal of Marketing and Logistics"

DOI: 10.1108/apjml-09-2020-0630

Abstract: PurposeThis study presents the applicability of a model-based approach for loyalty program forecasting using smartphone app in the digital strategy of the retail industry.Design/methodology/approachThe authors develop a dynamic model with the cyclical structure of customer… read more here.

Keywords: customer; customer segment; loyalty program;