A4 Article in conference proceedings
Blockchain-enabled Platform for a Meta Customer Loyalty Program (2023)

Shaikh, A. A., Dahmani, N., Khan, S., & Sharma, R. (2023). Blockchain-enabled Platform for a Meta Customer Loyalty Program. In ITIKD 2023 : International Conference on IT Innovation and Knowledge Discovery. IEEE. https://doi.org/10.1109/ITIKD56332.2023.10099907

JYU authors or editors

Publication details

All authors or editors: Shaikh, Aijaz A.; Dahmani, Nadia; Khan, Sana; Sharma, Ravishankar

Parent publication: ITIKD 2023 : International Conference on IT Innovation and Knowledge Discovery

Conference:

Place and date of conference: Manama, Bahrain, 8.-9.3.2023

ISBN: 978-1-6654-6373-7

eISBN: 978-1-6654-6372-0

Publication year: 2023

Publisher: IEEE

Publication country: United States

Publication language: English

DOI: https://doi.org/10.1109/ITIKD56332.2023.10099907

Publication open access: Not open

Publication channel open access: 

Abstract

The competitive value of customer loyalty programs is well-known among marketing strategists. With the emergence of digital platforms, their impact has skyrocketed, with mobile applications replacing more cumbersome physical cards with unique identification numbers on embedded magnetic strips or smart chips. However, these programs generally suffer from two major drawbacks that limit their growth. Firstly, physical cards and mobile applications are restricted to particular merchants and programs. There is no mechanism for customers to transfer their loyalty points between programs or to other customers (although airlines are pioneering efforts in this direction). Secondly, the payoffs of participating in these programs and transactions are not fair to all players (customers, merchants and program operators). Finally, the operational mechanisms of such programs are rarely transparent and traceable; hence, disputes are not easily mediated. Using the innovative strengths of blockchain technology, we present a conceptual architecture for a meta or universal customer loyalty program that supports the design principles of transparency, accountability, fairness and ethics.

Keywords: electronic business; customer relationship management; loyal customers; blockchains

Free keywords: digital business; blockchain platform; transparency; accountability; fairness; ethics

Contributing organizations

Ministry reporting: Yes

Reporting Year: 2023

Preliminary JUFO rating: 1