Abstract:

This paper focuses on two different strategies that companies can use in order to increase customer loyalty: a relationship strategy which is intended to build long-term relationships with individual customers and a reward strategy which is intended to reward customers with hard benefits for their loyalty. The paper delivers a better insight into the strategic importance that Belgian companies attribute to customer loyalty and into their perception of the influence of relationship and reward strategies on loyalty. Moreover, the research shows how many Belgian companies are currently using relationship and/or reward strategies and how they are implementing these strategies.