I.D.7. Customer participation to loyalty programs. Definition, antecedents and consequences

Project: PHD

Project Details


During the last decade, the number of enrollments to loyalty programs has more than doubled. But number of active memberships has been decreasing. Customers participate less in their programs. Yet, for loyalty programs to succeed, active participation from customers is crucial. This research aims at defining what active participation with loyalty programs is, develop a measure and further test the antecedents and consequences of activity. This research will help managers to build more effective loyalty programs by increasing active participation from their customers.
Effective start/end date1/10/11 → …


  • customer loyalty
  • loyalty programs
  • participation


Explore the research topics touched on by this project. These labels are generated based on the underlying awards/grants. Together they form a unique fingerprint.
  • Pourquoi les entreprises devraient-elles s’intéresser à l’attitude des clients vis-à-vis de leur programme de fidélité ?

    Translated title of the contribution: Do customers’ perceived benefits with loyalty programs influence their store loyalty? The case of hierarchical loyalty programsBruneau, V. & Zidda, P., 2014, Actes du 30e Congrès International de l'Association Française du Marketing (AFM), Montpellier, France, Mai, 14-16.

    Research output: Contribution in Book/Catalog/Report/Conference proceedingConference contribution

  • Why do customer attitudes towards loyalty programs matter a lot?

    Bruneau, V. & Zidda, P., 2014, Proceedings of the 43rd European Marketing Academy (EMAC) Conference, Valencia, Spain, June 3-6.

    Research output: Contribution in Book/Catalog/Report/Conference proceedingConference contribution