Perceived benefits of loyalty programs: Scale development and implications for relational strategies☆

By Aîda Mimouni-Chaabane, Pierre Volle. 2010

355 citations recorded by the source corpus.

Positive outcomes of loyalty programs are clear for firms, yet little research examines customer perceptions. To address this gap, this article investigates various perceived benefits of loyalty programs using a multi-benefit framework based on utilitarian, hedonic, and relationship literature. Two quantitative studies, involving 658 French members of loyalty programs, provide a 16-item scale that measures five types of perceived benefits: monetary savings, exploration, entertainment, recognition, and social benefits. The five dimensions have different impacts on satisfaction with the program, loyalty to the program, and perceived relationship investment of the firm. This article offers a discussion of the theoretical and managerial implications of these findings for relationship marketing strategies.

Subfields: Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/512576fb9dc291c92e4ea3cc9027f7cbcb10f37b

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In Organizational Behavior and Human Resource Management

Citations in the corpus

Loyalty Programmes: Current Knowledge and Research Directions* (2012, background): “discounts, rewards) that customers forgo by switching to another provider (Mimouni-Chaabane and Volle 2010).”
Consumer's perceptions of website's utilitarian and hedonic attributes and online purchase intentions: A cognitive–affective attitude approach (2017, background): “Monetary savings is defined as spending the less amount of money in order to save for the future time period (Celebi, 2015; Escobar-Rodríguez & Bonsón-Fernández, 2016; Mimouni-Chaabane & Volle, 2010).”
Loyalty program effectiveness: Theoretical reviews and practical proofs (2020, background): “Some firms use loyalty programs to increase customer retention or even customer development (Alshurideh, 2010; Kamakura et al., 2005), while in other circumstances, they is used to increase regular customer’s loyalty (Alshuridehet et al., 2017; Mimouni-Chaabane & Volle, 2010).”