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
TypeArticle accepté pour publication ou publié
External document linkhttp://halshs.archives-ouvertes.fr/halshs-00638594/fr/
Journal nameJournal of Business Research
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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 / KeywordsLoyalty programs; Programmes de fidélisation; Relation client; Relationship marketing
JELM31 - Marketing
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