Autori
Ziliani, CristinaIeva, MarcoTitolo
Le preferenze degli italiani per carta e digitale nel loyalty marketingPeriodico
Micro & macro marketingAnno:
2015 - Volume:
70 - Fascicolo:
1 - Pagina iniziale:
143 - Pagina finale:
156Loyalty programs are relationship marketing tools extensively adopted across industries. Digital offers opportunities for their innovation and differentiation but customer preferences for print versus digital elements of loyalty programs - communication, point collection, rewards, deals - are unclear. This paper aims to explore customer medium preference as far as the above elements are concerned by means of a nationally representative online survey. Six clusters are identified - from «heavy digital» to «print only» to «multichannels» - revealing diversity among Italian consumers. Marketers should strive to capture their customers' medium preferences in order to tailor loyalty program elements to the audience characteristics. As far as a transition of loyalty programs to digital, the study shows that this is not suitable for any program element or for all customers.
SICI: 1121-4228(2015)70:1<143:LPDIPC>2.0.ZU;2-7
Testo completo:
http://www.rivisteweb.it/download/article/10.1431/79734Testo completo alternativo:
http://www.rivisteweb.it/doi/10.1431/79734Esportazione dati in Refworks (solo per utenti abilitati)
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