Mü teri Sadakat Programlar : Pazarlama Yaz n nda Bak A lar ve Genel Ba lam( Customer Loyalty Programmes: Viewpoints on Marketing Literature and General Context)

Customer Loyalty Programmes: Viewpoints on Marketing Literature and General Contextinto consideration or not as a tool of CRM (Customer Relationship Management) and Customer Retention which have an important place in marketing literature in recent years.Purpose of the Research: The aim of the study is to explicate the viewpoints over the diverse research areas with determining the purposes and characteristics of the Loyalty Programmes. The effects on Perceived Value, Customer Loyalty, programme effectiveness, purchase share and visit rate are constituting the diverse areas of research realized over Loyalty Programmes. To point out the findings in marketing literature with displaying the interaction among these conceptions and to show the gaps are the main purposes of the study.Data Sources: Data was found out by arranging the articles in marketing journals and electronic books in Proquest, Science Direct and Ebsco database.Main Discussion: The effectiveness of Loyalty Programmes on creating Customer loyalty had been investigated. In the marketing literature, consisting different views about this subject, it is arrived at a conclusion that the application of the Loyalty Programmes effects the creation of Customer loyalty. It is necessary to investigate the application sources of effective Loyalty Programmes.Results: Future studies should determine the forces effecting the achievement of the Loyalty Programmes and give emprical support. If the Loyalty Programmes create Customer loyalty or not, there is no consensus on this subject. The studies in this area should be supported by more substantial research structures. Researches about Loyalty Programmes need support in different industrial areas.