Bibliography Resources

The following is a useful bibliographical list of business and academic articles on the topic of customer loyalty. 

Many of these articles are older (taken from when Peter Roundhill did his graduate level research on customer loyalty and reward programs in 2005-2007), but the general concepts have not changed (although the technology has):

Bolton, Ruth N.; R. K. Kannan and Matthew D. Bramlett “Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value,” Journal of the Academy of Marketing Science, Vol/Issue:  28 (1), January 1, 2000, pp.95-108.

Capizzi, Michael T. and Rick Ferguson.  “Loyalty Trends for the Twenty-First Century,” Journal of Consumer Marketing, 2005, Vol. 22, Issue 2, pp.72-80.

Cigliano, James, Margaret Georgiadis, Darren Pleasance, and Susan Whalley “The Price of Loyalty,” The McKinsey Quarterly, 2000, Number 4, McKinsey & Company, pp.68-77.  CRMTrends provides guides and links to CRM best practices for marketing professionals.

Dowling, Grahame R. and Mark Uncles.  “Do Customer Loyalty Programs Really Work?” Research Brief (RB 002).  Sydney Australia:  Centre for Corporate Change, The Australian Graduate School of Management, 1997.

Duffy, Dannis L.  “The Evolution of Customer Loyalty Strategy,” Journal of Consumer Marketing, 2005, Vol. 22, Issue 5, pp.284-286.

Ferguson, Rick.  “How Not to End a Loyalty Program,” Colloquy, July 01, 2003.

Fock, Henry K.Y., Ka-Shing Woo, and Michael K. Hui.  “The Impact of a Prestigious Partner on Affinity Card Marketing,” European Journal of Marketing, 2005, Vol. 39, Issue 1/2, pp.33-53.

Foss, Bryan and Merlin Stone.  Successful Customer Relationship Marketing.  London:  Kogan Page Limited, 2001/02.

Hughes, Arthur Middleton “Why Customers Leave, and What You Can Do About it,” Relationship Marketing Report, July 1998, pp.1-5.

Humby, Clive, Terry Hunt and Tim Phillips.  Scoring Points:  How Tesco is Winning Customer Loyalty, London:  Kogan Page, 2003.

Jang, Dongsuk and Anna S.Mattila.  “An Examination of Restaurant Loyalty Programs:  What Kinds of Rewards do Customers Prefer?,” International Journal of Contemporary Hospitality Management, 2005, Vol. 17. Issue 5, pp.402-408.

Kadar, Mark and Bernhard Kotanko.  “Designing Loyalty Programs to Enhance Value Growth,”  Mercer on Transport and Travel, Vol. VIII, Number 2, Spring/Summer 2001, (pp.28-32).

Keh, Hean Tat and Yih Hwai Lee “Do reward programs build loyalty for services?:  The moderating effect of satisfaction on type and timing of rewards,” Journal of Retailing, Volume 82, Issue 2, 2006, pp.127-136.  New York University:  Elsevier Inc., 2006.

Keiningham, Timothy L., Terry G. Vavra, Lerzan Aksoy and Henri Wallard Loyalty Myths:  Hyped Strategies That Will Put You Out of Business and Proven Tactics That Really Work.  New Jersey:  John Wiley & Sons, 2005.

Kivetz, Ran and Itamar Simonson “The Idiosyncratic Fit Heuristic:  Effort Advantage as a Determinant of Consumer Response to Loyalty Programs,” Journal of Marketing Research, Vol. 40 (November 2003), pp.454–467.

Kivetz, Ran and Itamar Simonson.  “Earning the Right to Indulge:  Effort as a Determinant of Customer Preferences Toward Frequency Program Rewards,” Journal of Marketing Research, 155 Vol. 39 (May 2002), pp.155–170.

Kumar, V. and Denish Shah.  “Building and sustaining profitable customer loyalty for the 21st century,” Journal of Retailing, Volume 80, Issue 4 , 2004, pp.317-329, (, New York University, New York:  Elsevier Inc., 2006).

Lewis, Michael.  “The Influence of Loyalty Programs and Short-Term Promotions on Customer Retention,” Journal of Marketing Research, Vol. XLI (August 2004), pp.281–292.

Nath, Subhashis.  “Choosing the Right Loyalty Programme,” European Retail Digest, Winter 2005, Issue 48, pp.53-56.

Newell, Frederick.  New York:  McGraw-Hill, 2000.

Nunes, Joseph C. and C. Whan Park.  “Incommensurate Resources:  Not Just More of the Same,” Journal of Marketing Research, Vol. 40 (February, 2003), pp.26–38.

Nunes, Joseph C. and Xavier Dréze.  “Your Loyalty Program Is Betraying You,” Harvard Business Review; April 2006, Vol. 84 Issue 4, pp.124-131.

O’Brien, Louise and Charles Jones.  “Do Rewards Really Create Loyalty?” Harvard Business Review, May, 1995.  Copyright 1995 President and Fellows of Harvard College.

Oliver, Richard L.  “Whence Consumer Loyalty?”  Journal of Marketing, Vol. 63 (Special Issue, 1999), pp.33-44.

Rahman, Syed S.  “Loyalty in Retail:  A Strategic Success or a Management Failure,” European Retail Digest, Winter 2005 Issue 48, pp.57-60.

Raphel, Murray and Neil Raphel.  Up the Loyalty Ladder:  Turning Sometime Customers into Full-Time Advocates of Your Business.  New York:  HarperBusiness, 1995.

(2001 Revision)

Reichheld, Frederick F.  The Loyalty Effect:  The Hidden Force Behind Growth, Profits, and Lasting Value.  Boston:  Bain & Company, Inc., 1996.

Reinartz, Werner and Kumar, V.  “The Mismanagement of Customer Loyalty,” Harvard Business Review, July 2002, Vol. 80, Issue 7.

Roehm, Michelle L., Ellen Bolman Pullins and Harper A. Roehm Jr. “Designing Loyalty-Building Programs for Packaged Goods Brands,” Journal of Marketing Research, Volume 39 (May, 2002), pp.202–213.

Rosenbaum, Mark S., Amy L Ostrom and Ronald Kuntze.  “Loyalty Programs and a Sense of Community,” Journal of Services Marketing, 2005, Vol. 19, Issue 4, pp.222-233.

Shugan, Steven M.  “Brand Loyalty Programs:  Are They Shams?”  Marketing Science, Spring 2005, Vol. 24, Issue 2, pp.185-193.

Stauss, Bernd, Schmidt, Maxie, and Schoeler, Andreas.  “Customer Frustration in Loyalty Programs,” International Journal of Service Industry Management, 2005, Vol. 16, Issue 3, pp.229-252.

Stone, Bearman, Tapp, Butscher, Crick, Gilbert, Moffett and Orsman.  “Sharing Consumer Insight – Partnerships and Loyalty Schemes,” Consumer Insight.  London:  Kogan Page Limited, 2004. pp.186-208.

Stone, Merlin, Alison Bond and Bryan Foss.  Consumer Insight:  How to Use Data and Market Research to Get Closer to your Customer.  London:  Kogan Page Limited, 2004.

Stone, Merlin and Chris Field.  “Smart Cards,” Chapter 11 in Successful Customer Relationship Marketing.  London:  Kogan Page Limited, 2001/02.

Stone, Merlin and Chris Field.  “CRM in Retailing,” Chapter 18 in Successful Customer Relationship Marketing.  London:  Kogan Page Limited, 2001/02.

Stone, Merlin and Dania Spier, John Mullaly, Jonathan Miller, Doug Morrison and David Selby.  “The Use of CRM by Airlines.”  Successful Customer Relationship Marketing.  London:  Kogan Page Limited, 2001/02.

Swaminathan, Vanitha and Srinivas K. Reddy.  “Affinity Partnering:  Conceptualization and Issues,  Handbook of Relationship Marketing, (Jagdish N. Sheth and Atul Parvatiyar, Editors).  Thousand Oaks, California:  Sage Publications, Inc., 2000.

Yi, Youjae and Hoseong Jeon.  “Effects of Loyalty Programs on Value Perception, Program Loyalty, and Brand Loyalty,” Journal of the Academy of Marketing Science, Vol. 31, 2003 (3), pp.229–240.