Projects per year
Abstract
Recent figures show that, unless rising number of enrollments, consumers become less active and engaged with their loyalty programs (LPs). Firms tend to spend more time and money in enrollment campaigns than in managing relations with program members. As a result, customers are unaware of LP features, do not perceive the benefits and become or stay non-active. In order
to build real relationships, firms should first foster favorable attitude towards their LPs. This paper aims to understand how attitudes towards LPs are formed and how they impact behaviors. The results of our qualitative study show that LP attitudes are built up from the associations consumers make about LPs and that they are likely to drive their behavior with the program and the store. By understanding the formation of attitudes towards LPs, firms might create favorable attitudes, increase active memberships and subsequently build long lasting relationships.
to build real relationships, firms should first foster favorable attitude towards their LPs. This paper aims to understand how attitudes towards LPs are formed and how they impact behaviors. The results of our qualitative study show that LP attitudes are built up from the associations consumers make about LPs and that they are likely to drive their behavior with the program and the store. By understanding the formation of attitudes towards LPs, firms might create favorable attitudes, increase active memberships and subsequently build long lasting relationships.
Original language | English |
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Title of host publication | Proceedings of the 43rd European Marketing Academy (EMAC) Conference, Valencia, Spain, June 3-6 |
Publication status | Published - 2014 |
Event | 43rd European Marketing Academy (EMAC) Conference - Valencia, Spain Duration: 3 Jun 2014 → 6 Jun 2014 |
Conference
Conference | 43rd European Marketing Academy (EMAC) Conference |
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Country/Territory | Spain |
City | Valencia |
Period | 3/06/14 → 6/06/14 |
Keywords
- loyalty programs
- attitudes
- qualitative research
Fingerprint
Dive into the research topics of 'Why do customer attitudes towards loyalty programs matter a lot?'. 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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43rd European Marketing Academy (EMAC) Conference, Valencia, Spain
Zidda, P. (Speaker)
3 Jun 2014 → 6 Jun 2014Activity: Participating in or organising an event types › Participation in conference