Pierre Gentner is doing his Master of Science in Business Administration with major in Marketing at the University of Muenster, Germany. He obtained his Bachelor's Degree in Business and Economics from the University of Basel, Switzerland. Before he started with his master program in Germany, he has gained some practical working experiences in the field of marketing communication in Switzerland.
Currently, Pierre is working on his Master's thesis "The Influence of Customer Empowerment on the Design of Loyalty Programs" under the supervision of Prof. Dr. Manfred Krafft of the Institute of Marketing in Muenster.
The importance of customer empowerment has increased in recent years, especially taking the development of the internet into consideration. This process of change, that includes to give more power to customers, has also brought some fundamental changes for the design of customer loyalty programs. More and more companies are shifting their level of control more towards the customer and start to pay more attention to customers’ choices.
First, Pierre intends to make an inventory of relevant attributes for customer empowerment in modern loyalty programs that includes several focus group discussions and an extensive literature review. In the second step, the most important attributes together with their levels will be identified.
By means of a Choice-Based-Conjoint analysis, Pierre wants to assess the importance of the identified attributes and the utilities of their levels for customers. Based on these findings, managerial implications for the design of loyalty programs with empowered customers will be derived.