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Managing loyalty program communications in the digital era: Does culture matter?

Author

Listed:
  • Yang, Morgan X.
  • Zeng, Kevin J.
  • Chan, Haksin
  • Yu, Irina Y.

Abstract

This research addresses an important, yet under-researched, issue concerning the real-time management of loyalty programs (LPs) in the digital era: how to leverage culture-specific communications to motivate LP members to pursue and redeem program rewards. Two experimental studies in different LP contexts provide corroborating evidence that to-date (to-go) progress feedback is more effective in motivating consumers from individualist (collectivist) cultures to pursue LP rewards. Moreover, process evidence suggests that these culture-specific progress framing effects are driven by individual differences in regulatory focus and realized through perceived reward attainability. Overall, this paper contributes to the LP and goal pursuit literatures by verifying that communication framing is an effective means to strengthen reward pursuit motivation.

Suggested Citation

  • Yang, Morgan X. & Zeng, Kevin J. & Chan, Haksin & Yu, Irina Y., 2021. "Managing loyalty program communications in the digital era: Does culture matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    • Handle: RePEc:eee:joreco:v:60:y:2021:i:c:s0969698921000424
    DOI: 10.1016/j.jretconser.2021.102476
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    4. Irina Y. Yu & Morgan X. Yang & Haksin Chan & Bradley R. Barnes, 2022. "Promoting sustainable human resource management by reducing recruitment discrimination: A cross‐cultural perspective," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(4), pages 503-512, August.

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