Title :

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

Author(s) :

Bruneau, Virginie [Auteur]
Swaen, Valérie [Auteur]
Lille économie management - UMR 9221 [LEM]
Zidda, Pietro [Auteur]

Journal title :

Journal of Business Research

Pages :

144-158

Publisher :

Elsevier

Publication date :

2018-10

ISSN :

0148-2963

English keyword(s) :

Loyalty programs
Engagement
Scale development
Hierarchical scaling

HAL domain(s) :

Sciences de l'Homme et Société/Gestion et management

English abstract : [en]

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 ...
Show more >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.Show less >

Language :

Anglais

Popular science :

Non

Collections :

• Lille Économie Management (LEM) - UMR 9221

Source :

Harvested from HAL