Are loyalty program members really engaged? Measuring customer engagement with loyalty programs

Virginie Bruneau, Valérie Swaen, Pietro Zidda

Résultats de recherche: Contribution à un journal/une revueArticle

Résumé

In a quest to engage customers in long-lasting relationships, many firms rely on loyalty programs (LPs). They do fairly well in acquiring new members of LPs, but firms often fail to engage them in the long term. This article seeks to understand what engagement in LPs is, how to measure it, and how it relates to company engagement. With four studies, the authors conceptualize LP engagement as six behavioral manifestations: proactively using cards, redeeming points, adapting purchase behavior, being receptive to information, sharing information, and searching for information. The 20-item scale proposed to measure these behaviors provides a viable, novel tool for determining customers' LP engagement. Whereas previous research on LPs mainly considers card usage or point redemption behaviors as proxies for customers' LP engagement, the current research shows that these behaviors are insufficient indicators of the actual level of engagement in LPs.

langue originaleAnglais
Pages (de - à)144-158
Nombre de pages15
journalJournal of Business Research
Volume91
Les DOIs
étatPublié - 1 oct. 2018

Empreinte digitale

Customer engagement
Loyalty programs
Customer loyalty
Purchase behavior
Information sharing

Citer ceci

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abstract = "In a quest to engage customers in long-lasting relationships, many firms rely on loyalty programs (LPs). They do fairly well in acquiring new members of LPs, but firms often fail to engage them in the long term. This article seeks to understand what engagement in LPs is, how to measure it, and how it relates to company engagement. With four studies, the authors conceptualize LP engagement as six behavioral manifestations: proactively using cards, redeeming points, adapting purchase behavior, being receptive to information, sharing information, and searching for information. The 20-item scale proposed to measure these behaviors provides a viable, novel tool for determining customers' LP engagement. Whereas previous research on LPs mainly considers card usage or point redemption behaviors as proxies for customers' LP engagement, the current research shows that these behaviors are insufficient indicators of the actual level of engagement in LPs.",
keywords = "Engagement, Hierarchical scaling, Loyalty programs, Scale development",
author = "Virginie Bruneau and Val{\'e}rie Swaen and Pietro Zidda",
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Are loyalty program members really engaged? Measuring customer engagement with loyalty programs. / Bruneau, Virginie; Swaen, Valérie; Zidda, Pietro.

Dans: Journal of Business Research, Vol 91, 01.10.2018, p. 144-158.

Résultats de recherche: Contribution à un journal/une revueArticle

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