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 publiéExternal document link
http://halshs.archives-ouvertes.fr/halshs-00638594/fr/Date
2010Journal name
Journal of Business ResearchVolume
63Number
1Publisher
Elsevier
Pages
32-37
Publication identifier
Metadata
Show full item recordAbstract (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 marketingJEL
M31 - MarketingRelated items
Showing items related by title and author.
-
Mimouni, Aîda; Volle, Pierre (2007) Communication / Conférence
-
Parguel, Béatrice; de Pechpeyrou, Pauline; Desmet, Pierre; Mimouni, Aîda (2006) Communication / Conférence
-
Mimouni -Chaabane, Aida; Parguel, Béatrice (2021) Communication / Conférence
-
Mimouni, Aîda; Volle, Pierre (2006-09) Communication / Conférence
-
Bertelli, Olivia; Kurdi, S.; Mahmoud, M.; Al-Maweri, M.; Al Bass, T. (2019) Document de travail / Working paper