IDEAS home Printed from https://ideas.repec.org/p/hal/wpaper/hal-02910089.html
   My bibliography  Save this paper

Refocusing Loyalty Programs in the Era of Big Data: A Societal Lens Paradigm

Author

Listed:
  • Valeria Stourm
  • Scott Neslin

    (Dartmouth College [Hanover])

  • Eric Bradlow
  • Els Breugelmans
  • So Yeon Chun
  • Pedro Gardete
  • P.K. Kannan
  • Praveen K. Kopalle
  • Young-Hoon Park
  • David Restrepo-Amariles

    (HEC Paris - Ecole des Hautes Etudes Commerciales)

  • Raphael Thomadsen
  • Yuping Liu‐thompkins
  • Rajkumar Venkatesan

Abstract

Big data and technological change have enabled loyalty programs to become more prevalent and complex. How these developments influence society has been overlooked, both in academic research and in practice. We argue why this issue is important and propose a framework to refocus loyalty programs in the era of big data through a societal lens. We focus on three aspects of the societal lens—inequality, privacy, and sustainability. We discuss how loyalty programs in the big data era impact each of these societal factors, and then illustrate how, by adopting this societal lens paradigm, researchers and practitioners can generate insights and ideas that address the challenges and opportunities that arise from the interaction between loyalty programs and society. Our goal is to broaden the perspectives of researchers and managers so they can enhance loyalty programs to address evolving societal needs.

Suggested Citation

  • Valeria Stourm & Scott Neslin & Eric Bradlow & Els Breugelmans & So Yeon Chun & Pedro Gardete & P.K. Kannan & Praveen K. Kopalle & Young-Hoon Park & David Restrepo-Amariles & Raphael Thomadsen & Yupin, 2020. "Refocusing Loyalty Programs in the Era of Big Data: A Societal Lens Paradigm," Working Papers hal-02910089, HAL.
    • Handle: RePEc:hal:wpaper:hal-02910089
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Other versions of this item:

    References listed on IDEAS

    as
    1. Valeria Stourm & Eric Bradlow & Peter Fader, 2017. "Market Positioning Using Cross-Reward Effects in a Coalition Loyalty Program," Working Papers hal-02068352, HAL.
    2. Christopher Barrington-Leigh & Alice Escande, 2018. "Measuring Progress and Well-Being: A Comparative Review of Indicators," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 135(3), pages 893-925, February.
    3. Wang, Jessie J. & Lalwani, Ashok K., 2019. "The distinct influence of power distance perception and power distance values on customer satisfaction in response to loyalty programs," International Journal of Research in Marketing, Elsevier, vol. 36(4), pages 580-596.
    4. Kakatkar, Chinmay & Spann, Martin, 2019. "Marketing analytics using anonymized and fragmented tracking data," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 117-136.
    5. So Yeon Chun & Anton Ovchinnikov, 2019. "Strategic Consumers, Revenue Management, and the Design of Loyalty Programs," Management Science, INFORMS, vol. 65(9), pages 3969-3987, September.
    6. Kakatkar, Chinmay & Spann, Martin, 2019. "Marketing analytics using anonymized and fragmented tracking data," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 117-136.
    7. Praveen K. Kopalle & Yacheng Sun & Scott A. Neslin & Baohong Sun & Vanitha Swaminathan, 2012. "The Joint Sales Impact of Frequency Reward and Customer Tier Components of Loyalty Programs," Marketing Science, INFORMS, vol. 31(2), pages 216-235, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Stourm, Valeria & Bradlow, Eric T., 2023. "Cross-reward effects in a coalition loyalty program: The impact of a point currency devaluation," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 276-293.
    2. Federico Rossi & Pradeep K. Chintagunta, 2023. "Consumer Loyalty Programs and Retail Prices: Evidence from Gasoline Markets," Marketing Science, INFORMS, vol. 42(4), pages 794-818, July.
    3. Wang, Xin (Shane) & Ryoo, Jun Hyun (Joseph) & Bendle, Neil & Kopalle, Praveen K., 2021. "The role of machine learning analytics and metrics in retailing research," Journal of Retailing, Elsevier, vol. 97(4), pages 658-675.
    4. Bombaij, Nick, 2021. "Effectiveness of loyalty programs," Other publications TiSEM 095c506d-5b5c-4ea3-9b41-a, Tilburg University, School of Economics and Management.
    5. Rami Alkhudary & Bertrand Belvaux & Nathalie Guibert, 2023. "Understanding non-fungible tokens (NFTs): insights on consumption practices and a research agenda," Marketing Letters, Springer, vol. 34(2), pages 321-336, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chen, Yanyan & Mandler, Timo & Meyer-Waarden, Lars, 2021. "Three decades of research on loyalty programs: A literature review and future research agenda," Journal of Business Research, Elsevier, vol. 124(C), pages 179-197.
    2. Ma, Liye & Sun, Baohong, 2020. "Machine learning and AI in marketing – Connecting computing power to human insights," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 481-504.
    3. Adrian Micu & Angela-Eliza Micu & Marius Geru & Alexandru Capatina & Mihaela-Carmen Muntean, 2021. "The Impact of Artificial Intelligence Use on the E-Commerce in Romania," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 23(56), pages 137-137, February.
    4. Guo, Xingchen & Jiang, Changmin & Jiang, Siming & Guo, Huanxiu, 2023. "Making airline coalition frequent-flyer programs profitable: An analytical investigation," Transport Policy, Elsevier, vol. 141(C), pages 245-262.
    5. So Yeon Chun & Dan A. Iancu & Nikolaos Trichakis, 2020. "Loyalty Program Liabilities and Point Values," Manufacturing & Service Operations Management, INFORMS, vol. 22(2), pages 257-272, March.
    6. Hu, Li & Ma, Hoi-Lam & Wang, Li & Liu, Yang, 2023. "Hiding or disclosing? Information discrimination in member-only discounts," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 171(C).
    7. Kakatkar, Chinmay & Bilgram, Volker & Füller, Johann, 2020. "Innovation analytics: Leveraging artificial intelligence in the innovation process," Business Horizons, Elsevier, vol. 63(2), pages 171-181.
    8. Yacheng Sun & Dan Zhang, 2019. "A Model of Customer Reward Programs with Finite Expiration Terms," Management Science, INFORMS, vol. 65(8), pages 3889-3903, August.
    9. Gupta, Shaphali & Leszkiewicz, Agata & Kumar, V. & Bijmolt, Tammo & Potapov, Dmitriy, 2020. "Digital Analytics: Modeling for Insights and New Methods," Journal of Interactive Marketing, Elsevier, vol. 51(C), pages 26-43.
    10. Pizzi, Gabriele & Scarpi, Daniele, 2020. "Privacy threats with retail technologies: A consumer perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    11. Donthu, Naveen & Reinartz, Werner & Kumar, Satish & Pattnaik, Debidutta, 2021. "A retrospective review of the first 35 years of the International Journal of Research in Marketing," International Journal of Research in Marketing, Elsevier, vol. 38(1), pages 232-269.
    12. Kibria, Abu SMG & Costanza, Robert & Soto, José R, 2022. "Modeling the complex associations of human wellbeing dimensions in a coupled human-natural system: In contexts of marginalized communities," Ecological Modelling, Elsevier, vol. 466(C).
    13. Faramarzi, Ashkan & Bhattacharya, Abhi, 2021. "The economic worth of loyalty programs: An event study analysis," Journal of Business Research, Elsevier, vol. 123(C), pages 313-323.
    14. Li, Chen & Swaminathan, Srinivasan & Kim, Junhee, 2021. "The role of marketing channels in consumers’ promotional point redemption decisions," Journal of Business Research, Elsevier, vol. 125(C), pages 314-323.
    15. G. Tomas M. Hult & Forrest V. Morgeson III & Udit Sharma & Claes Fornell, 2022. "Customer satisfaction and international business: A multidisciplinary review and avenues for research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 53(8), pages 1695-1733, October.
    16. Gandomi, Amir & Zolfaghari, Saeed, 2018. "To tier or not to tier: An analysis of multitier loyalty programs׳ optimality conditions," Omega, Elsevier, vol. 74(C), pages 20-36.
    17. John F. Helliwell, 2018. "What’s Special About Happiness as a Social Indicator?," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 135(3), pages 965-968, February.
    18. Barrington-Leigh, C.P., 2024. "The econometrics of happiness: Are we underestimating the returns to education and income?," Journal of Public Economics, Elsevier, vol. 230(C).
    19. Atul Purohit & Urjita Thakar, 2019. "Role of information and communication technology in improving loyalty program effectiveness: a comprehensive approach and future research agenda," Information Technology & Tourism, Springer, vol. 21(2), pages 259-280, June.
    20. Chenxu Ke & Bo Yan & Jingna Ji, 2023. "Pricing new and remanufactured products under patent protection and government intervention," Annals of Operations Research, Springer, vol. 324(1), pages 131-161, May.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:wpaper:hal-02910089. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.