EconPapers    
Economics at your fingertips  
 

Loyalty programs as travel companions: Complementary service features across customer journey stages

Lena Steinhoff and Marcellis M. Zondag

Journal of Business Research, 2021, vol. 129, issue C, 70-82

Abstract: Traditionally, loyalty programs have rewarded members following their purchases. However, current versions of these programs feature extended scopes of benefits, including technology-facilitated complementary service features that span multiple purchase stages. Using a multimethod approach, this research explores the potential of loyalty programs to become meaningful “travel companions” along the customer’s journey. First, a qualitative focus group study finds the different roles of loyalty programs: purchase process facilitation (prepurchase stage), value enhancement (purchase stage), and reassurance (postpurchase stage). Then, a survey of members of a grocery retailer’s loyalty program shows the relative importance of stage-specific interactions with service features. Managers can apply these insights for designing their loyalty program to leverage its full benefits and help members co-create value with technological support.

Keywords: Loyalty programs; Member activity; Complementary service benefits; Customer journey; Purchase stages (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296321000953
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:129:y:2021:i:c:p:70-82

DOI: 10.1016/j.jbusres.2021.02.016

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().

 
Page updated 2022-01-04
Handle: RePEc:eee:jbrese:v:129:y:2021:i:c:p:70-82