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Customer Relationship Management Research

This research stream deals with an important aspect of a firm’s marketing strategy: the development and maintenance of long-term relationship with its customers. At the present, I am focusing on the use and effectiveness of loyalty programs as a customer relationship management tool.

Sample Publications and Working Papers in this Area
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Liu, Yuping and Rong Yang (forthcoming), "Competing Loyalty Programs: Impact of Market Saturation, Market Share, and Category Expandability ," accepted for publication in Journal of Marketing.
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Liu, Yuping (2007), "The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty ," Journal of Marketing, 71 (4), 19-35.
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