Assistant Professor in Marketing, Matilda Dorotic, from Croatia talks about her path to academia. In her research on loyalty program she has found that companies that encourage customers to redeem their points are getting more engaged customers.

RESEARCH AREAS
Loyalty programs and coalition (multi-vendor) loyalty programs, Networking in loyalty programs, Effects of rewarding and reward redemption Customer Relationship Management, Customer Value Management, Effectiveness of Marketing Instruments, Consumer co-creation, Customer engagement Internationalisation of Business Education (master dissertation).

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