Towards an understanding of rejection behaviors against loyalty programs

Comprendre les comportements de rejet de certains consommateurs face aux programmes de fidélité

Virginie Pez ()
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Virginie Pez: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: Effects of loyalty programs and their perceived benefits for consumers have been the object of a growing interest in the area of marketing. However, there is no generally accepted theoretical or empirical research that studies resistance behaviors that some consumers express against loyalty programs. Building on the concepts of equity, psychological reactance, and learning, a qualitative study (N=25) identifies 3 types of rejection against loyalty programs and their antecedents.

Keywords: Loyalty programs; consumer resistance; manipulation; inequity; rejection behaviors.; Programmes de fidélité; résistance du consommateur; inéquité; rejet. (search for similar items in EconPapers)
Date: 2012-12
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Published in Décisions Marketing, 2012, 68, pp.37-46. ⟨10.7193/DM.068.37.46⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02413335

DOI: 10.7193/DM.068.37.46

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