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 1Debbie I. Keeling, Ko de Ruyter and David CoxPART I PUTTING CUSTOMER LOYALTYINTO PERSPECTIVE – THE STATE OFRESEARCH-DRIVEN PRACTICE2 A review of perspectives on customer loyalty 5Kathy A. Keeling3 A twenty-year review of brand and customer loyalty patentsand academic literature 23Charles V. Trappey, Amy J. C. Trappey, Annie A. S. Li andRichard Feinberg4 The customer loyalty journey – technology enabled loyaltytouchpoints 42Mathew Chylinski and Jonas Heller5 Customer loyalty – an international perspective 55Aqeel Faisal A. Kadasah6 Ethical dilemmas in terminating undesired (loyal) customers 70Ting Yu and Michael SchwartzPART II RESEARCH METHODS, METRICS AND DESIGNSFOR CUSTOMER LOYALTY7 Customer experience measurement: implications for customer loyalty 83Francisco Villarroel Ordenes, David Díaz Solis and Dennis Herhausen8 Capturing complex, dynamic customer loyalty by integratingtraditional and big data analyses 95Ce (Jacky) Mo and Ting Yu9 Voice in customer loyalty research 107Bitty Balducci and Detelina Marinova10 Predictive approaches to customer loyalty: the impact ofmissing data on the predictability of customer loyalty models 129Dominik M. Piehlmaier11 Customer disloyalty: an interactive introspection 142Maja Golf-Papez and René MoolenaarPART III PROGRAMMATIC APPROACHES TO CUSTOMER LOYALTY12 The rewards portfolio 153David Cox13 Loyalty-Based Learning (LBL) in channel enablement programmes 164Debbie I. Keeling and Ko de Ruyter14 Play, games and gamification: possibilities for customer loyalty 173Joey Lam, Karen Robson, Kirk Plangger, Jan Kietzmann, IanMcCarthy and Leyland Pitt15 In search of loyalty programme soft benefits: a social capitalperspective 189David Cox16 Nudging and marketing communications: a regulatory focusperspective 202Ilia Protopapa and Stavros P. Kalafatis17 Loyalty programmes: cases in points 216David Cox18 Habitual behaviour: design for automaticity during customerloyalty decisions 228Dominik Mahr, Tim Hilken and Timna Bressgott19 The journey from non-audiences to loyal audiences: a casestudy of a performing arts theatre 244Yu-Chien Chang and Dirk vom LehnPART IV REIMAGINING CUSTOMER LOYALTY RESEARCH20 Six dilemmas for customer loyalty and sustainability 258Fatima Wang21 Building customer loyalty with augmented reality: current andfuture trends 274Tim Hilken, Dominik Mahr and Dai-In Danny Han22 Fostering customer loyalty using technology 291Elisa B. Schweiger and Dhruv Grewal23 If you post, they will follow: understanding the dynamics ofthe influencer marketing industry 306Gillian Brooks and Mikołaj Piskorski24 Role of AI in enhancing customer engagement, loyalty andloyalty programme performance 316Choukri Menidiel, Linda D. Hollebeek, Anu Leppiman and IiviRiivits-Arkonsuo25 Redefining consumer relationships through voice technologies 332Matteo Montecchi, Kirk Plangger, Anouk de Regt and Adam J. MillsIndex

‘The Handbook of Research on Customer Loyalty is a must have for loyalty practitioners. This treasure chest of insights from some of the world's leading authorities in loyalty marketing combines cutting edge theoretical concepts with practical illustrations and operational know-how.’