2020

Rauf, Muniba; Karjaluoto, Heikki

Loyalty programs have become a popular customer relationship management (CRM) tool in both the service and retail sector. These programs have acquired a stage of maturity, which is bringing their return on investment (ROI) into question. Due to constantly changing technology and customers' needs for better services, researchers as well as experts are seeking ways to improve their existing loyalty programs' effectiveness and attractiveness. In the era of digitization, technology can play a vital role in enhancing the effectiveness and efficiency of loyalty programs. Therefore, this chapter investigates technology's influence on and contribution to the lifecycle of loyalty programs.