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Towards an understanding of rejection behaviors against loyalty programs
[Comprendre les comportements de rejet de certains consommateurs face aux programmes de fidélité]

Author

Listed:
  • Virginie Pez

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

Effects of loyalty programs and their perceived benefits for consumers have been the object of a growing interest in the area of marketing. However, there is no generally accepted theoretical or empirical research that studies resistance behaviors that some consumers express against loyalty programs. Building on the concepts of equity, psychological reactance, and learning, a qualitative study (N=25) identifies 3 types of rejection against loyalty programs and their antecedents.

Suggested Citation

  • Virginie Pez, 2012. "Towards an understanding of rejection behaviors against loyalty programs [Comprendre les comportements de rejet de certains consommateurs face aux programmes de fidélité]," Post-Print hal-02413335, HAL.
    • Handle: RePEc:hal:journl:hal-02413335
    DOI: 10.7193/DM.068.37.46
    as

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