Does a loyalty program change what we feel and do
Artykuł dostępny jest tylko w wersji anglojęzycznej.
At the begining of XXI Century we can witness the expansion of loyalty programs in various industries: from frequent purchase consumer goods and services (e.g. hotels, airlines, banking) to business-to-business specialties (e.g. producers of animal pasture). Due to mixed results of loyalty initiatives published so far, managers are looking for a successful program recipe. In line, academics try to analyze the phenomenon and propose solutions to help marketers improve the results.The aim of the article is to provide further insight into effects of loyalty programs. Building on Rosenbaum and colleagues work, we investigate the impact of loyalty program on intention to repeat purchase in transaction-prone context (Rosenbaum et al. 2005).In the article, we analyze the differences that exist between members of loyalty programs and non-members. By examining interrelationships between variables we find that non-communal, point-based programs might in fact economize relationship. Thus our results support concerns raised by Stauss and colleagues in their exploratory study (Stauss et al. 2005).Keywords: loyalty program, effects, attudinal, intentions
Does a loyalty program change what we do and feel
Tagi: badania, program lojalnościowy, wyniki
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