Research on the Driving Factors of Corporate and Loyalty Program Partnerships

Abstract

With increased liberalization in markets, the intensity of competition has increased amongst all of companies, such as bank industry and air carriers. These companies have responded to the competitive pressure in many ways, one of which has been the formation of Loyalty Program Partnerships. The main goal of the alliance is that all businesses can benefit from it. This paper focuses on four factors that drive the companies join the Loyalty Program Partnerships. These are political factor, economic factor, strategic development factor, competitive factor. We expect to give some advises to company who is planning join the Loyalty Program Partnerships