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 programs

Virginie Bruneau, Pietro Zidda

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

Abstract

This research investigates how the benefits customers perceive from their participation in a store loyalty program (LP) impact on their satisfaction towards the program and on store loyalty. We explore the context of a hierarchical LP in the apparel industry. Our results show that perceived benefits and symbolic ones in particular are strong determinants of LP satisfaction and substantially drive store loyalty. We provide insights about the effectiveness of hierarchical LPs and suggest some recommendations in designing LPs in a more effective way.
Translated title of the contributionDo customers’ perceived benefits with loyalty programs influence their store loyalty? The case of hierarchical loyalty programs
Original languageFrench
Title of host publicationActes du 30e Congrès International de l'Association Française du Marketing (AFM), Montpellier, France, Mai, 14-16
Publication statusPublished - 2014

Keywords

  • store loyalty
  • satisfaction
  • hierarchical loyalty program
  • perceived benefits

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  • Projects

    Activities

    • 1 Participation 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

    Cite this

    Bruneau, V., & Zidda, P. (2014). Pourquoi les entreprises devraient-elles s’intéresser à l’attitude des clients vis-à-vis de leur programme de fidélité ? In Actes du 30e Congrès International de l'Association Française du Marketing (AFM), Montpellier, France, Mai, 14-16