Projects per year
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 contribution | Do customers’ perceived benefits with loyalty programs influence their store loyalty? The case of hierarchical loyalty programs |
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Original language | French |
Title of host publication | Actes du 30e Congrès International de l'Association Française du Marketing (AFM), Montpellier, France, Mai, 14-16 |
Publication status | Published - 2014 |
Keywords
- store loyalty
- satisfaction
- hierarchical loyalty program
- perceived benefits
Fingerprint
Dive into the research topics of 'Do customers’ perceived benefits with loyalty programs influence their store loyalty? The case of hierarchical loyalty programs'. Together they form a unique fingerprint.Projects
- 1 Active
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I.D.7. Customer participation to loyalty programs. Definition, antecedents and consequences
Bruneau, V. (PI) & Zidda, P. (CoI)
1/10/11 → …
Project: PHD
Activities
- 1 Participation in conference
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30ème Congrès international de l'Association Française du Marketing (AFM), Montpellier, France
Zidda, P. (Speaker)
14 May 2014 → 16 May 2014Activity: Participating in or organising an event types › Participation in conference