IDEAS home Printed from https://ideas.repec.org/a/vrs/founma/v3y2011i2p89-102n6.html
   My bibliography  Save this article

Loyalty Programs Effectiveness

Author

Listed:
  • Szczepańska Katarzyna

    (Faculty of Management, Warsaw University of Technology, Warsaw, Poland)

  • Gawron Patryk

    (Faculty of Management, Warsaw University of Technology, Warsaw, Poland)

Abstract

An increasing number of loyalty programs is one of the most common phenomena observed in the practice of marketing companies on the market today. Objectives and tasks of loyalty programs determine the type of use of marketing instruments affecting the attitudes and behaviours of customers, which is aimed at the program. The diversity of factors influencing the effectiveness of loyalty programs should set the scope and object of empirical research. As the results of studies to evaluate the effectiveness of loyalty programs mainly on the B2C market is diverse in terms of the criteria. This article presents the essence of loyalty programs and the factors influencing their effectiveness.

Suggested Citation

  • Szczepańska Katarzyna & Gawron Patryk, 2011. "Loyalty Programs Effectiveness," Foundations of Management, Sciendo, vol. 3(2), pages 89-102, January.
    • Handle: RePEc:vrs:founma:v:3:y:2011:i:2:p:89-102:n:6
    DOI: 10.2478/v10238-012-0044-5
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/v10238-012-0044-5
    Download Restriction: no
    File URL: https://libkey.io/10.2478/v10238-012-0044-5?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Rajiv Lal & David Bell, 2003. "The Impact of Frequent Shopper Programs in Grocery Retailing," Quantitative Marketing and Economics (QME), Springer, vol. 1(2), pages 179-202, June.
    2. Ran Kivetz, 2005. "Promotion Reactance: The Role of Effort-Reward Congruity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 725-736, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bombaij, Nick J.F. & Gelper, Sarah & Dekimpe, Marnik G., 2022. "Designing successful temporary loyalty programs: An exploratory study on retailer and country differences," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1275-1295.
    2. Bombaij, Nick, 2021. "Effectiveness of loyalty programs," Other publications TiSEM 095c506d-5b5c-4ea3-9b41-a, Tilburg University, School of Economics and Management.
    3. Bombaij, Nick J.F. & Dekimpe, Marnik G., 2020. "When do loyalty programs work? The moderating role of design, retailer-strategy, and country characteristics," International Journal of Research in Marketing, Elsevier, vol. 37(1), pages 175-195.
    4. 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.
    5. Faramarzi, Ashkan & Bhattacharya, Abhi, 2021. "The economic worth of loyalty programs: An event study analysis," Journal of Business Research, Elsevier, vol. 123(C), pages 313-323.
    6. Strong, Carolyn A. & Martin, Brett A.S., 2014. "Effects of perspective taking and entitlement on consumers," Journal of Business Research, Elsevier, vol. 67(9), pages 1817-1823.
    7. Wagner Kamakura & Carl Mela & Asim Ansari & Anand Bodapati & Pete Fader & Raghuram Iyengar & Prasad Naik & Scott Neslin & Baohong Sun & Peter Verhoef & Michel Wedel & Ron Wilcox, 2005. "Choice Models and Customer Relationship Management," Marketing Letters, Springer, vol. 16(3), pages 279-291, December.
    8. Chaeyoung Lim & Jongchang Ahn, 2021. "Social Overload and Discontinuance Intention on Facebook: A Comparative Study," Sustainability, MDPI, vol. 13(22), pages 1-17, November.
    9. Söderlund, Magnus & Sagfossen, Sofie, 2017. "The consumer experience: The impact of supplier effort and consumer effort on customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 219-229.
    10. Alina Filip, 2011. "Loyalty Programs. Role, Structure and Potential Benefits," International Journal of Economic Practices and Theories, Academy of Economic Studies - Bucharest, Romania, vol. 1(2), pages 88-93, September.
    11. Amir Gandomi & Amirhossein Bazargan & Saeed Zolfaghari, 2019. "Designing competitive loyalty programs: a stochastic game-theoretic model to guide the choice of reward structure," Annals of Operations Research, Springer, vol. 280(1), pages 267-298, September.
    12. Nastasoiu, Alina & Vandenbosch, Mark, 2019. "Competing with loyalty: How to design successful customer loyalty reward programs," Business Horizons, Elsevier, vol. 62(2), pages 207-214.
    13. Els Breugelmans & Tammo Bijmolt & Jie Zhang & Leonardo Basso & Matilda Dorotic & Praveen Kopalle & Alec Minnema & Willem Mijnlieff & Nancy Wünderlich, 2015. "Advancing research on loyalty programs: a future research agenda," Marketing Letters, Springer, vol. 26(2), pages 127-139, June.
    14. 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.
    15. Matilda Dorotic & Dennis Fok & Peter Verhoef & Tammo Bijmolt, 2011. "Do vendors benefit from promotions in a multi-vendor loyalty program?," Marketing Letters, Springer, vol. 22(4), pages 341-356, November.
    16. Roest, Henk & Rindfleisch, Aric, 2010. "The influence of quality cues and typicality cues on restaurant purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 17(1), pages 10-18.
    17. Yuk‐fai Fong & Qihong Liu, 2011. "Loyalty Rewards Facilitate Tacit Collusion," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 20(3), pages 739-775, September.
    18. Cortiñas, Mónica & Elorz, Margarita & Múgica, José Miguel, 2008. "The use of loyalty-cards databases: Differences in regular price and discount sensitivity in the brand choice decision between card and non-card holders," Journal of Retailing and Consumer Services, Elsevier, vol. 15(1), pages 52-62.
    19. Verhoef, Peter C. & Venkatesan, Rajkumar & McAlister, Leigh & Malthouse, Edward C. & Krafft, Manfred & Ganesan, Shankar, 2010. "CRM in Data-Rich Multichannel Retailing Environments: A Review and Future Research Directions," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 121-137.
    20. 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).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:founma:v:3:y:2011:i:2:p:89-102:n:6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.