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Accumulation versus instant loyalty programs: The influence of controlling policies on customers' commitments

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  • Noble, Stephanie M.
  • Esmark, Carol L.
  • Noble, Charles H.

Abstract

Loyalty reward programs play an important strategic role attracting and retaining customers. Surprisingly, reward redemptions receive minimal research attention. Despite widespread reward program offerings, evidence suggests customers increasingly abandon them due to controlling (restrictive) redemption policies, such as blackout dates. The present study considers controlling redemption policies' effect on consumer commitment levels for accumulation-based and instant loyalty programs across social and economic award types. A 2 (low/high controlling)×2 (accumulation/instant program)×(social/economic rewards) design tests hypotheses informed by cognitive evaluation and rational choice theories. Results show firms employing accumulation programs with highly controlling policies should highlight their social rewards (e.g., a hotel with blackout dates on redeeming rewards would want to highlight their special lounges or dining areas); whereas, low controlling policies work best when offering financial rewards (e.g., free upgrades or percentages off). In instant programs, the type of reward generally does not influence consumers' commitment levels.

Suggested Citation

  • Noble, Stephanie M. & Esmark, Carol L. & Noble, Charles H., 2014. "Accumulation versus instant loyalty programs: The influence of controlling policies on customers' commitments," Journal of Business Research, Elsevier, vol. 67(3), pages 361-368.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:3:p:361-368
    DOI: 10.1016/j.jbusres.2013.01.002
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    References listed on IDEAS

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    1. Ashley, Christy & Noble, Stephanie M. & Donthu, Naveen & Lemon, Katherine N., 2011. "Why customers won't relate: Obstacles to relationship marketing engagement," Journal of Business Research, Elsevier, vol. 64(7), pages 749-756, July.
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    Cited by:

    1. Chen, Yanyan & Mandler, Timo & Meyer-Waarden, Lars, 2021. "Three decades of research on loyalty programs: A literature review and future research agenda," Journal of Business Research, Elsevier, vol. 124(C), pages 179-197.
    2. Bruneau, Virginie & Swaen, Valérie & Zidda, Pietro, 2018. "Are loyalty program members really engaged? Measuring customer engagement with loyalty programs," Journal of Business Research, Elsevier, vol. 91(C), pages 144-158.
    3. Li, Chen & Swaminathan, Srinivasan & Kim, Junhee, 2021. "The role of marketing channels in consumers’ promotional point redemption decisions," Journal of Business Research, Elsevier, vol. 125(C), pages 314-323.
    4. Hwang, Joon Ho & Chung, Jaiho & Kim, Jae Wook & Lee, Dongwon & Yoo, Weon Sang, 2016. "Antecedents to loyalty point redemption: Implications for customer equity management," Journal of Business Research, Elsevier, vol. 69(9), pages 3731-3739.
    5. Bazargan, Amirhossein & Karray, Salma & Zolfaghari, Saeed, 2017. "Modeling reward expiry for loyalty programs in a competitive market," International Journal of Production Economics, Elsevier, vol. 193(C), pages 352-364.
    6. Bazargan, Amirhossein & Karray, Salma & Zolfaghari, Saeed, 2018. "‘Buy n times, get one free’ loyalty cards: Are they profitable for competing firms? A game theoretic analysis," European Journal of Operational Research, Elsevier, vol. 265(2), pages 621-630.
    7. Mariusz Górajski & Dominika Machowska, 2019. "How do loyalty programs affect goodwill? An optimal control approach," 4OR, Springer, vol. 17(3), pages 297-316, September.
    8. Amirhossein Bazargan & Salma Karray & Saeed Zolfaghari, 2021. "Can restrictions on redemption timing boost profitability of loyalty programs in competitive environments?," Computational Management Science, Springer, vol. 18(1), pages 99-124, January.
    9. Els Breugelmans & Yuping Liu-Thompkins, 2017. "The effect of loyalty program expiration policy on consumer behavior," Marketing Letters, Springer, vol. 28(4), pages 537-550, December.

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