Loyalty program

How reward influences our desire for coffee

Gianluca M. Guazzo
3 min readJan 13, 2021

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The relationship between brand and consumer is probably one of the most important corporate assets, capable of determining a lasting and defensible competitive advantage.
For this reason, companies have for years adopted strategies aimed at customer loyalty through the use, for example, of loyalty programs; this is a process that aims to reward the customer for their loyalty to the brand. A classic example is the loyalty card issued by your favorite coffee shop.

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Gianluca M. Guazzo
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Research fellow at University of Salerno. I will write about Consumer Behaviour, Marketing, Startups