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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
  • Pedro Gardete
  • So Yeon Chun
  • 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 & Pedro Gardete & So Yeon Chun & 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
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    Cited by:

    1. Bombaij, Nick, 2021. "Effectiveness of loyalty programs," Other publications TiSEM 095c506d-5b5c-4ea3-9b41-a, Tilburg University, School of Economics and Management.
    2. 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.
    3. 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.
    4. Mimouni-Chaabane, Aida & Parguel, Béatrice, 2025. "How to build CSR image with mixed-reward loyalty programs," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    5. Baik, Jeeyun Sophia & Famularo, Jordan, 2024. "Contextual integrity of loyalty programs, compromised? Interrogating consumer health data practices and networked actors in the U.S. retail sector," Telecommunications Policy, Elsevier, vol. 48(7).
    6. 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.
    7. 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.

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