Perceived Benefits of Loyalty Programs: Scale Development and Implications for Relational Strategies
AbstractPositive outcomes of loyalty programs are clear for firms, yet little research examines customer perceptions. To address this gap, this article investigates various perceived benefits of loyalty programs using a multi-benefit framework based on utilitarian, hedonic, and relationship literature. Two quantitative studies, involving 658 French members of loyalty programs, provide a 16-item scale that measures five types of perceived benefits: monetary savings, exploration, entertainment, recognition, and social benefits. The five dimensions have different impacts on satisfaction with the program, loyalty to the program, and perceived relationship investment of the firm. This article offers a discussion of the theoretical and managerial implications of these findings for relationship marketing strategies.
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Bibliographic InfoPaper provided by HAL in its series Post-Print with number halshs-00638594.
Date of creation: 2010
Date of revision:
Publication status: Published, Journal of Business Research, 2010, 63, 1, 32-37
Note: View the original document on HAL open archive server: http://halshs.archives-ouvertes.fr/halshs-00638594/en/
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loyalty programs; perceived benefits; scale development;
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- O'Malley, Lisa & Prothero, Andrea, 2004. "Beyond the frills of relationship marketing," Journal of Business Research, Elsevier, vol. 57(11), pages 1286-1294, November.
- Babin, Barry J. & Attaway, Jill S., 2000. "Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer," Journal of Business Research, Elsevier, vol. 49(2), pages 91-99, August.
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