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Perceived Benefits of Loyalty Programs: Scale Development and Implications for Relational Strategies

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  • Aîda Mimouni-Chaabane

    () (THEMA - Théorie économique, modélisation et applications - UCP - Université de Cergy Pontoise - CNRS - Centre National de la Recherche Scientifique)

  • Pierre Volle

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

Abstract

Positive 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.

Suggested Citation

  • Aîda Mimouni-Chaabane & Pierre Volle, 2010. "Perceived Benefits of Loyalty Programs: Scale Development and Implications for Relational Strategies," Post-Print halshs-00638594, HAL.
  • Handle: RePEc:hal:journl:halshs-00638594
    Note: View the original document on HAL open archive server: https://halshs.archives-ouvertes.fr/halshs-00638594
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    File URL: https://halshs.archives-ouvertes.fr/halshs-00638594/document
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    1. Bolton, R.N. & Lemo, K.N. & Verhoef, P.C., 2002. "The Theoretical Underpinnings of Customer Asset Management," ERIM Report Series Research in Management ERS-2002-80-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
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    Cited by:

    1. repec:eee:jbrese:v:79:y:2017:i:c:p:12-22 is not listed on IDEAS
    2. repec:eee:proeco:v:193:y:2017:i:c:p:352-364 is not listed on IDEAS
    3. Jin Ho Jung & Jay Jaewon Yoo, 2017. "Customer-to-customer interactions on customer citizenship behavior," Service Business, Springer;Pan-Pacific Business Association, vol. 11(1), pages 117-139, March.
    4. Edward Wang & Lily Chen & I. Chen, 2015. "The antecedents and influences of airline loyalty programs: the moderating role of involvement," Service Business, Springer;Pan-Pacific Business Association, vol. 9(2), pages 257-280, June.
    5. Lim, Choong Hoon & Kim, Kihan & Cheong, Yunjae, 2016. "Factors affecting sportswear buying behavior: A comparative analysis of luxury sportswear," Journal of Business Research, Elsevier, vol. 69(12), pages 5793-5800.
    6. Zulqurnain Ali & Muhammad Aqib Shabbir & Mashal Rauf & Abid Hussain, 2016. "To Assess the Impact of Social Media Marketing on Consumer Perception," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 6(3), pages 69-77, July.
    7. Kang, Jun & Alejandro, Thomas Brashear & Groza, Mark D., 2015. "Customer–company identification and the effectiveness of loyalty programs," Journal of Business Research, Elsevier, vol. 68(2), pages 464-471.
    8. repec:kap:mktlet:v:28:y:2017:i:4:d:10.1007_s11002-017-9438-1 is not listed on IDEAS
    9. Brashear-Alejandro, Thomas & Kang, Jun & Groza, Mark D., 2016. "Leveraging loyalty programs to build customer–company identification," Journal of Business Research, Elsevier, vol. 69(3), pages 1190-1198.
    10. Stathopoulou, Anastasia & Balabanis, George, 2016. "The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high- and low-end fashion retailers," Journal of Business Research, Elsevier, vol. 69(12), pages 5801-5808.
    11. Pez, Virginie & Butori, Raphaëlle & de Kerviler, Gwarlann, 2015. "Because I'm worth it: The impact of given versus perceived status on preferential treatment effectiveness," Journal of Business Research, Elsevier, vol. 68(12), pages 2477-2483.
    12. Mattison Thompson, Frauke & Newman, Alex & Liu, Martin, 2014. "The moderating effect of individual level collectivist values on brand loyalty," Journal of Business Research, Elsevier, vol. 67(11), pages 2437-2446.

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