Cornell Hospitality Quarterly – The Drivers of Loyalty Program Success: An Organizing Framework and Research Agenda

Glenn Withiam talks to Michael McCall about his and co-author Clay Voorhees' article in the Feb 2010 issue of Cornell Hospitality Quarterly entitled, "The Drivers of Loyalty Program Success: An Organizing Framework and Research Agenda."Despite the proliferation of loyalty programs over the past three decades, evidence regarding their effectiveness in cementing customer loyalty remains mixed and often inconsistent. The current lack of understanding of what factors drive a successful loyalty program represents an important knowledge gap. This podcast addresses this question.