The customer loyalty journey - technology enabled loyalty touchpoints

Mathew Chylinski; Jonas Heller

doi:10.4337/9781800371637.00009

The customer loyalty journey - technology enabled loyalty touchpoints

Mathew Chylinski, Jonas Heller

Research output: Chapter in Book/Report/Conference proceeding › Chapter › Academic

Abstract

Technology increasingly dominates the customer loyalty journey. In this chapter, we provide a conceptualization of how technology-enabled loyalty touchpoints (TELTs) drive customer lifetime value (CLV). Starting with a brief history overview, we highlight successive waves of innovation which led to the growth of TELTs and its impact on CLV. Classifying TELTs on the dimensions of personalization and network effects, we propose a technology-enabled virtuous loyalty cycle as a possible unifying framework to explain the rise of TELT marketing. Using this framework, we delved into a future research agenda around four emerging TELT technologies, namely Augmented (AR) and Virtual Reality (VR), chat- and voice-bots, self-service-technology, and real-time customer analytics; which constitute the upcoming fifth wave of TELT marketing.

Original language	English
Title of host publication	Handbook of Research on Customer Loyalty
Editors	Debbie Keeling, Ko de Ruyter, David Cox
Publisher	Edward Elgar Publishing
Chapter	4
Pages	42-54
Number of pages	12
ISBN (Electronic)	9781800371637
ISBN (Print)	9781800371637
DOIs	https://doi.org/10.4337/9781800371637.00009
Publication status	Published - 19 Jul 2022

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abstract = "Technology increasingly dominates the customer loyalty journey. In this chapter, we provide a conceptualization of how technology-enabled loyalty touchpoints (TELTs) drive customer lifetime value (CLV). Starting with a brief history overview, we highlight successive waves of innovation which led to the growth of TELTs and its impact on CLV. Classifying TELTs on the dimensions of personalization and network effects, we propose a technology-enabled virtuous loyalty cycle as a possible unifying framework to explain the rise of TELT marketing. Using this framework, we delved into a future research agenda around four emerging TELT technologies, namely Augmented (AR) and Virtual Reality (VR), chat- and voice-bots, self-service-technology, and real-time customer analytics; which constitute the upcoming fifth wave of TELT marketing.",

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ER -

The customer loyalty journey - technology enabled loyalty touchpoints

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