Consumer learning as a determinant of a multi-partner loyalty program’s effectiveness: A behaviorist and long-term perspective

Autor:	Hélène Yildiz, Jean Frisou
Rok vydání:	2011
Předmět:	Marketing Cognitive evaluation theory Loyalty program media_common.quotation_subject Perspective (graphical) Advertising Term (time) Consumer learning Loyalty business model Loyalty Economics A determinant media_common
Zdroj:	Journal of Retailing and Consumer Services. 18:81-91
ISSN:	0969-6989
DOI:	10.1016/j.jretconser.2010.10.002
Popis:	In this article, we argue that a loyalty program’s effectiveness depends on how the consumer learns to use its rules. The proposed theoretical framework was tested on the behavioral trajectories of 1380 individuals observed over a four-year period. The tendency of customers to spend more over four years became increasingly pronounced as they learned how to accumulate loyalty points and asked for these to be redeemed. This finding suggests that a loyalty program’s effectiveness does not depend on the program alone. To obtain the loyalty behaviors, firms should take specific measures to help their customers familiarize themselves with the program’s rules.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::ccc9fd2f0363705f8258593b248e904b https://doi.org/10.1016/j.jretconser.2010.10.002 Zobrazit plný text záznamu Full Text from ScienceDirect