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dc.contributor.authorPez, Virginie
dc.date.accessioned2009-11-03T09:38:03Z
dc.date.available2009-11-03T09:38:03Z
dc.date.issued2008
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/2379
dc.language.isoenen
dc.subjectLoyalty programsen
dc.subjectnegative emotionsen
dc.subjectchurnen
dc.subjectmobile communicationsen
dc.subject.ddc658.8en
dc.subject.classificationjelD12en
dc.subject.classificationjelM31en
dc.titleNegative effects of loyalty programs : An empirical investigation on the French Mobile Phone sectoren
dc.typeCommunication / Conférence
dc.description.abstractenLoyalty programs have been the object of a growing interest in the area of marketing. However, it is quite surprising that there is no generally accepted theoretical or empirical research that study how these programs could elicit negative effects on consumer behavior. Using a two-step method, qualitative and quantitative, conducted in the mobile phone sector in 2007, the research explores the potential negative effects of loyalty programs. Results indicate that loyalty programs can generate negative emotions, resulting in extreme behaviors, such as shunning the operator a direct competitor. This demonstrated that loyalty programs are apt to encourage behaviors that oppose the ones they actually should.en
dc.identifier.citationpages9en
dc.description.sponsorshipprivateouien
dc.subject.ddclabelMarketingen
dc.relation.conftitleIAREP / SABE World Meeting 2008en
dc.relation.confdate2008-09
dc.relation.confcityRomeen
dc.relation.confcountryItalieen


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