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Does the reward match the effort for loyalty program members?

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  • Danaher, Peter J.
  • Sajtos, Laszlo
  • Danaher, Tracey S.

Abstract

Many loyalty programs (LPs) are structured so that members accrue points, and these points have effectively become a currency, with a dollar-value. Multiplying the points dollar-value by the number of points required to redeem a catalog reward item gives the “points price.†Our primary objective is to compare a points price with a corresponding market price to see if LP members are being fairly rewarded for their points-earning effort. To achieve this, we examine almost 7000 catalog items for six LPs spread over three countries and find that, on average, the points price is higher than the market price, which is not good for the viability of LPs. We subsequently undertake a survey of members from the Fly Buys LP to see how much they care about points prices exceeding market prices. We find that if the points price exceeds the market price by as little as 10% then more than half the LP members are somewhat or very annoyed, many to the extent of wanting to quit the LP.

Suggested Citation

  • Danaher, Peter J. & Sajtos, Laszlo & Danaher, Tracey S., 2016. "Does the reward match the effort for loyalty program members?," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 23-31.
    • Handle: RePEc:eee:joreco:v:32:y:2016:i:c:p:23-31
    DOI: 10.1016/j.jretconser.2016.05.015
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    References listed on IDEAS

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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. Meyer-Waarden, Lars & Bruwer, Johan & Galan, Jean-Philippe, 2023. "Loyalty programs, loyalty engagement and customer engagement with the company brand: Consumer-centric behavioral psychology insights from three industries," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
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    4. Lin, Chen & Bowman, Douglas, 2022. "The impact of introducing a customer loyalty program on category sales and profitability," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    5. Hu, Xin & He, Liuyi & Liu, Junjun, 2022. "Status reinforcing: Unintended rating bias on online shopping platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    6. Zou, Fei & Yang, Mei & Zhou, Yanju & Deng, Yaling & Xie, Baiwei, 2024. "Goal-gradient point rewards can increase consumers' willingness to purchase poverty-alleviating products," Socio-Economic Planning Sciences, Elsevier, vol. 92(C).
    7. Hsin Hsin Chang & Kit Hong Wong, 2018. "Consumer psychological reactance to coalition loyalty program: price-consciousness as a moderator," Service Business, Springer;Pan-Pacific Business Association, vol. 12(2), pages 379-402, June.
    8. Ricardo Montoya & Constanza Flores, 2019. "Buying free rewards: the impact of a points-plus-cash promotion on purchase and reward redemption," Marketing Letters, Springer, vol. 30(1), pages 107-118, March.

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