Perceived benefits of loyalty programs: Scale development and implications for relational strategies
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...
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| Veröffentlicht in: | Journal of business research 2010, Vol.63 (1), p.32-37 |
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| container_title | Journal of business research |
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| creator | Mimouni-Chaabane, Aîda Volle, Pierre |
| description | 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. |
| doi_str_mv | 10.1016/j.jbusres.2009.01.008 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 0148-2963 |
| ispartof | Journal of business research, 2010, Vol.63 (1), p.32-37 |
| issn | 0148-2963 1873-7978 |
| language | eng |
| recordid | cdi_hal_primary_oai_HAL_halshs_00638594v1 |
| source | Elsevier ScienceDirect Journals Complete - AutoHoldings; RePEc |
| subjects | Business administration Customer satisfaction Economic behaviour Economic psychology Economic sociology Humanities and Social Sciences Loyalty Loyalty programs Loyalty programs Perceived benefits Scale development Marketing Perceived benefits Perceptions Relationship marketing Scale development Strategic planning Studies |
| title | Perceived benefits of loyalty programs: Scale development and implications for relational strategies |
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