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

  • Aîda Mimouni-Chaabane

    ()

    (THEMA - Théorie économique, modélisation et applications - CNRS : UMR8184 - Université de Cergy Pontoise)

  • Pierre Volle

    ()

    (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris Dauphine - Paris IX)

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    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.

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    File URL: http://halshs.archives-ouvertes.fr/docs/00/63/85/94/PDF/mimouni-chaabane_et_volle_final_version_jbr_2010.pdf
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    Paper provided by HAL in its series Post-Print with number halshs-00638594.

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    Date of creation: 2010
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    Publication status: Published, Journal of Business Research, 2010, 63, 1, 32-37
    Handle: RePEc:hal:journl:halshs-00638594
    Note: View the original document on HAL open archive server: http://halshs.archives-ouvertes.fr/halshs-00638594/en/
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    1. O'Malley, Lisa & Prothero, Andrea, 2004. "Beyond the frills of relationship marketing," Journal of Business Research, Elsevier, vol. 57(11), pages 1286-1294, November.
    2. 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.
    3. Liebermann, Yehoshua, 1999. "Membership Clubs as a Tool for Enhancing Buyers' Patronage," Journal of Business Research, Elsevier, vol. 45(3), pages 291-297, July.
    4. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
    5. 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.
    6. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. " Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, University of Chicago Press, vol. 20(4), pages 644-56, March.
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