B2B loyalty has its challenges, fragmented, intricate channel landscape, concentration of buyers within one distribution channel, business relations that are influenced by various sometimes not-so-obvious stakeholders. It all constitutes an environment in which managing relationships and identifying who are the real beneficiary of loyalty program incentives is extremely difficult. Moreover, the contract-based nature of the relationship between supplier and buyer and superiority of price over other factors in the decision to retain / switch....

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