Between ownership and subscription: subscription fatigue and customer loyalty in the case of Nespresso

Abstract

The rapid expansion of the subscription economy has significantly transformed how companies interact with consumers, particularly in terms of customer loyalty. In this context, this article examines subscription-based models as a strategy for building customer loyalty, while also addressing key challenges such as subscription fatigue. The article explores factors including perceived value, customer engagement, and overall customer experience, and how these elements influence long-term retention. The analysis is further supported by the case of Nespresso, as an example of a brand that successfully implements subscription models, which largely depends on the ability of companies to deliver continuous value and avoid consumer saturation.