mgr Sebastian MATYSIK- Uniwersytet Szczeciński, Wydział Ekonomii, Finansów i Zarządzania, Instytut Zarządzania Uniwersytetu Szczecińskiego, ul. Cukrowa 8, 71-004 Szczecin, Polska
Szkoła Doktorska Uniwersytetu Szczecińskiego, ul. Adama Mickiewicza 16, 70-384 Szczecin, Polska, e-mail: kontakt@sebastianmatysik.pl
Received 16.10.2024. Accepted 21.10.2024
Abstract
Purpose: The purpose of this article was to determine the role of Blockchain technology in building customer loyalty and to identify key dimensions that support this process. The study aimed to fill the research gap regarding the impact of Blockchain on transparency, trust, and the effectiveness of loyalty programs.
Design/methodology/approach: The study was conducted based on a systematic literature review in accordance with PRISMA guidelines. The analysis covered academic literature available in the Scopus and Web of Science databases, focusing on the use of Blockchain in customer loyalty management. The research process was supported by artificial intelligence (AI), which enabled efficient processing and selection of articles. The content of the publication was also prepared using AI, which ensured minimization of bias, improved consistency of the analysis, and increased the replicability of results, which is crucial for reliable research.
Findings/conclusions: Blockchain revolutionizes loyalty programs through the tokenization of points, elimination of intermediaries, and process automation. This technology enhances transparency and security, fostering long-term customer trust. Additionally, new tools such as BNFT (Branded Non-Fungible Tokens) play a crucial role in engaging customers in digital environments.
Research limitations: The study was limited to open access literature, which may have led to the omission of significant studies presented in the global literature. Moreover, there is a lack of long-term empirical studies evaluating the actual impact of Blockchain on customer loyalty.
Practical implications: The findings can help companies implement Blockchain in loyalty programs, improving efficiency and building trust through transparency and process automation.
Originality/value: The study provides a new perspective on the application of Blockchain technology in building customer loyalty, including within loyalty programs, offering a comprehensive conceptual framework for both companies and researchers.
Keywords
Blockchain, customer loyalty, tokenization, loyalty programs, the PRISMA method