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

Volle, Pierre; Mimouni, Aîda (2010), Perceived Benefits of Loyalty Programs: Scale Development and Implications for Relational Strategies, Journal of Business Research, 63, 1, p. 32-37. http://dx.doi.org/10.1016/j.jbusres.2009.01.008

Type
Article accepté pour publication ou publié
External document link
http://halshs.archives-ouvertes.fr/halshs-00638594/fr/
Date
2010
Journal name
Journal of Business Research
Volume
63
Number
1
Publisher
Elsevier
Pages
32-37
Publication identifier
http://dx.doi.org/10.1016/j.jbusres.2009.01.008
Metadata
Show full item record
Author(s)
Volle, Pierre
Mimouni, Aîda
Abstract (EN)
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.
Subjects / Keywords
Loyalty programs; Programmes de fidélisation; Relation client; Relationship marketing
JEL
M31 - Marketing

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