How effective are new digital B2B loyalty-programmes?
Conference poster
Marjan, A. (2020). How effective are new digital B2B loyalty-programmes? London Doctoral Academy Postgraduate Research Summer School 2020. Online 06 - 09 Jul 2020 London South Bank University.
Authors | Marjan, A. |
---|---|
Type | Conference poster |
Abstract | Digital loyalty programmes, popular marketing instruments in the consumer market, are becoming a common tool for business-to-business marketers hoping to increase sales, reduce shipping costs and expand repertoire size. Extant literature, however, challenges their effectiveness on the basis that such programmes disproportionately reward heavy buyers. No attempt has yet been made to see if their online counterparts are successful in general or the same rules apply to B2B programmes in particular. The analysis is based on membership behaviour of corporates who purchase industrial machining goods from a large tools manufacturer in the US. Here conditional trend analysis (CTA) is used: an empirically-based mathematical model to analyse the buying rate of members in a succeeding period, based on their present buying class (heavy, medium, light and non-buyers). This study highlights similarities to the patterns of loyalty behaviour found in consumer markets. Managerial attention is drawn to CTA as a novice but a useful tool to test performance in this context; it is also ideal to be used in the absence of a pre-existing trend. |
Keywords | Online loyalty programmes; B2B, Conditional trend analysis |
Year | 2020 |
Publisher | London South Bank University |
Accepted author manuscript | |
Publication dates | |
09 Jul 2020 | |
Publication process dates | |
Accepted | 03 Jul 2020 |
Deposited | 03 Jul 2020 |
https://openresearch.lsbu.ac.uk/item/8q0y3
Download files
Accepted author manuscript
Explore this conference poster
Explore this conference poster
Negotiating spaces: Equitable Participation & Progression of British African Caribbean Males in Academia
Graham, A. (2020). Negotiating spaces: Equitable Participation & Progression of British African Caribbean Males in Academia. London Doctoral Academy Postgraduate Research Summer School 2020. Online 06 - 09 Jul 2020 London South Bank University.Risk Management in Construction of Megahousing Projects in Egypt
Ibrahim, M., Ofori, G. and Morcos, M. (2020). Risk Management in Construction of Megahousing Projects in Egypt. London Doctoral Academy Postgraduate Research Summer School 2020. Online 06 - 09 Jul 2020 London South Bank University.Non-Executive Directors and Corporate Strategy: Theory and exploratory empirical insights from FTSE 350 companies
Lisson, M. (2020). Non-Executive Directors and Corporate Strategy: Theory and exploratory empirical insights from FTSE 350 companies. London Doctoral Academy Postgraduate Research Summer School 2020. Online 06 - 09 Jul 2020 London South Bank University.Do Corporate Brands Matter?
Henfrey, C. (2020). Do Corporate Brands Matter? London Doctoral Academy Postgraduate Research Summer School 2020. Online 06 - 09 Jul 2020Methodological Reflections on Analysing Creative Data
Alfandari, N. (2020). Methodological Reflections on Analysing Creative Data. London Doctoral Academy Postgraduate Research Summer School 2020. Online 06 - 09 Jul 2020 London South Bank University.Evaluating The Carbon Dioxide Sequestration In The Trees On The Landmass Of The University Campus In The Temperate And Tropical Region
Ojo, G. (2020). Evaluating The Carbon Dioxide Sequestration In The Trees On The Landmass Of The University Campus In The Temperate And Tropical Region. London Doctoral Academy Postgraduate Research Summer School 2020. Online 06 - 09 Jul 2020Continuous Hydrothermal Flow Synthesis of Blue-Luminescent Carbon Quantum Dots as Nanosensors for Chromium (VI) Detection
Baragau, I. and Kellici, S. (2020). Continuous Hydrothermal Flow Synthesis of Blue-Luminescent Carbon Quantum Dots as Nanosensors for Chromium (VI) Detection. London Doctoral Academy Postgraduate Research Summer School 2020. Online 06 - 09 Jul 2020 London South Bank University.Cervical Spine Radiculopathy Epidemiology: Systematic Review
Mansfield, M., Smith, T, Spahr, N and Thacker, M. (2020). Cervical Spine Radiculopathy Epidemiology: Systematic Review. London Doctoral Academy Postgraduate Research Summer School 2020. Online 06 - 09 Jul 2020 London South Bank University, School of Health and Social Care.Customer-centricity or basic research paradigm? Balancing Technology Push and Market Pull in Innovation Management
Scheel, A. (2020). Customer-centricity or basic research paradigm? Balancing Technology Push and Market Pull in Innovation Management. London Doctoral Academy Postgraduate Research Summer School 2020. Online 06 - 09 Jul 2020 London South Bank University.The Impact of Congenital Heart Disease on Siblings: A Review
Bichard, E., Parker, R., Houghton, S. and McKeever, S. (2020). The Impact of Congenital Heart Disease on Siblings: A Review. London Doctoral Academy Postgraduate Research Summer School 2020. Online 06 - 09 Jul 2020 London South Bank University.Isolation and identification of Indigenous Bacteria from Egyptian Oil field for Enhanced Oil Recovery Applications
Hamed Aboelkhair, H. (2020). Isolation and identification of Indigenous Bacteria from Egyptian Oil field for Enhanced Oil Recovery Applications. London Doctoral Academy Postgraduate Research Summer School 2020. Online 06 - 09 Jul 2020 London South Bank University.Enhancing engine oil performance using nanoparticles and bio-lubricants as additives
Hettiarachchi, S. J., Kellici, S. and Bowen, D.J. (2020). Enhancing engine oil performance using nanoparticles and bio-lubricants as additives. London Doctoral Academy Postgraduate Research Summer School 2020. Online 06 - 09 Jul 2020 London South Bank University.Investigation of entrepreneurial marketing strategy in social enterprises in the context of Bangladesh
Parvin, A. (2020). Investigation of entrepreneurial marketing strategy in social enterprises in the context of Bangladesh. London Doctoral Academy Postgraduate Research Summer School 2020. Online 06 - 09 Jul 2020 London South Bank University.Body Positive: Activism and Agency in our screen societies
Merton, S. (2020). Body Positive: Activism and Agency in our screen societies. London Doctoral Academy Postgraduate Research Summer School 2020. Online 06 - 09 Jul 2020 London South Bank University.Effective Service Improvement Is Agile By Approach
Ahmed-Landeryou, M. (2020). Effective Service Improvement Is Agile By Approach. London Doctoral Academy Postgraduate Research Summer School 2020. Online 06 - 09 Jul 2020 London South Bank University.Out-of-school settings for developing critical health literacy in children: a scoping review
Jenkins, C. (2020). Out-of-school settings for developing critical health literacy in children: a scoping review. London Doctoral Academy Postgraduate Research Summer School 2020. Online 06 - 09 Jul 2020 London South Bank University.CHFS of MXene Derivatives for Electrochemical Energy Storage
Alli, U. and Kellici, S. (2020). CHFS of MXene Derivatives for Electrochemical Energy Storage. London Doctoral Academy Postgraduate Research Summer School 2020. Online 06 - 09 Jul 2020 London South Bank University.Evaluation of Mental Health First Aid from the Perspective of Workplace End Users- EMPOWER
Atanda, O. (2020). Evaluation of Mental Health First Aid from the Perspective of Workplace End Users- EMPOWER. London Doctoral Academy Postgraduate Research Summer School 2020. Online 06 - 09 Jul 2020 London South Bank University.Conceptual BIM-Knowledge Framework
Ganiyu, S. (2020). Conceptual BIM-Knowledge Framework. London Doctoral Academy Postgraduate Research Summer School 2020. Online 06 - 09 Jul 2020 London South Bank University.417
total views245
total downloads0
views this month0
downloads this month