What drives consumer participation to loyalty programs? A conjoint analytical approach

Kristof Dewulf (), Gaby Odekerken-Schr der, Marie de Cannire () and Claudia Van Oppen
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Claudia Van Oppen: Vlerick Leuven Gent Management School
Authors registered in the RePEc Author Service: Kristof de Wulf

Vlerick Leuven Gent Management School Working Paper Series from Vlerick Leuven Gent Management School

Abstract: Little is known about the way in which different loyalty program attributes underlie consumers intentions to participate in such a program. Based upon equity theory, the current study distinguished between consumer inputs (personal data release, participation cost, purchase frequency, participation exclusivity, and participation efforts) and outputs (program) benefits, number of program providers, and program duration) as underlying attributes potentially affecting participation in a loyalty program. Using conjoint analysis, we explored how different levels within each of these eight attributes affect consumers樉 intentions to participate. The study holds major implications for the design of successful customer loyalty programs. Keywords: Relationship Marketing, Customer Loyalty Program, Equity Theory, Conjoint Analysis.

Pages: 25 pages
Date: 2002-02-01
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