Effects of loyalty program rewards on store loyalty

Lars Meyer-Waarden ()
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Lars Meyer-Waarden: marketing - CRM - Centre de Recherche en Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - IAE - Institut d'Administration des Entreprises - Toulouse - CNRS - Centre National de la Recherche Scientifique

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Abstract: This investigation examines consumers' preferred loyalty program (LP) designs across two retail contexts, grocery retailing and perfumery, with varying degrees of personal involvement. The research employs in-store full profile conjoint analysis by using the following attributes: timing of the reward, reward compatibility with the store's image, and tangibility. Our research reveals that the underlying effects of reward types on preferences and intended store loyalty differ depending on the level of consumers' personal involvement. In sectors with high personal involvement, compatibility with the store's image and intangible rewards increase LP preference and loyalty intentions. The time required to obtain the reward (immediate/delayed) has no impact. In sectors with low personal involvement, immediate and tangible rewards increase LP preference and loyalty intentions. Compatibility with the store image has no impact.

Keywords: "Loyalty program"; "Reward timing"; "Reward tangibility"; "Reward compatibility"; "Loyalty"; "Conjoint analysis" (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (23)

Published in Journal of retailing and consumer services, 2015, 24, pp.22-32. ⟨10.1016/j.jretconser.2015.01.001⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01260493

DOI: 10.1016/j.jretconser.2015.01.001

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