• français
    • English
  • English 
    • français
    • English
  • Login
JavaScript is disabled for your browser. Some features of this site may not work without it.
BIRD Home

Browse

This CollectionBy Issue DateAuthorsTitlesSubjectsJournals BIRDResearch centres & CollectionsBy Issue DateAuthorsTitlesSubjectsJournals

My Account

Login

Statistics

View Usage Statistics

Perceived Benefits of Loyalty Programs: Scale Development and Implications for Relational Strategies

Thumbnail
Date
2010
Link to item file
http://halshs.archives-ouvertes.fr/halshs-00638594/fr/
Dewey
Marketing
Sujet
Loyalty programs; Programmes de fidélisation; Relation client; Relationship marketing
JEL code
M31
Journal issue
Journal of Business Research
Volume
63
Number
1
Publication date
01-2010
Article pages
32-37
Publisher
Elsevier
DOI
http://dx.doi.org/10.1016/j.jbusres.2009.01.008
URI
https://basepub.dauphine.fr/handle/123456789/1603
Collections
  • DRM : Publications
Metadata
Show full item record
Author
Volle, Pierre
Mimouni, Aîda
Type
Article accepté pour publication ou publié
Abstract (EN)
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.

  • Accueil Bibliothèque
  • Site de l'Université Paris-Dauphine
  • Contact
SCD Paris Dauphine - Place du Maréchal de Lattre de Tassigny 75775 Paris Cedex 16

 Content on this site is licensed under a Creative Commons 2.0 France (CC BY-NC-ND 2.0) license.