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

Project: PHD

Project Details

Description

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.
StatusActive
Effective start/end date1/10/11 → …

Keywords

  • customer loyalty
  • loyalty programs
  • participation

Research Output

  • 2 Conference contribution

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

  • Activities

    • 2 Participation in conference

    43rd European Marketing Academy (EMAC) Conference, Valencia, Spain

    Pietro Zidda (Speaker)
    3 Jun 20146 Jun 2014

    Activity: Participating in or organising an event typesParticipation in conference

    30ème Congrès international de l'Association Française du Marketing (AFM), Montpellier, France

    Pietro Zidda (Speaker)
    14 May 201416 May 2014

    Activity: Participating in or organising an event typesParticipation in conference