The key aim of the Chair is to conduct applied research into a series of issues which demonstrate the importance of customer loyalty in order for businesses to become competitive.

The first period of the Chair will incorporate the following specific research objectives:

  • Knowing the state-of-the-art of customer loyalty systems and reviewing the academic literature on the different systems and their effects
  • Analysing the different actions which optimise the effect of loyalty and its effect on consumer behaviour
  • Developing models which enable us to measure and quantify the effects of customer retention on company results.
  • Estimating the effect of multi-sponsor customer loyalty programs on the behavioural loyalty of customers through the transactions performed.
  • Analysing the cross-effect of commercial communications on customer purchases.

The reports with the results of the research in progress will be published in the section on Reports.