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What drives consumer participation to loyalty programs? A conjoint analytical approach

Author

Listed:
  • Kristof Dewulf
  • Gaby Odekerken-Schr der
  • Marie de Cannire
  • Claudia Van Oppen

    (Vlerick Leuven Gent Management School)

Abstract

Little is known about the way in which different loyalty program attributes underlie consumers intentions to participate in such a program. Based upon equity theory, the current study distinguished between consumer inputs (personal data release, participation cost, purchase frequency, participation exclusivity, and participation efforts) and outputs (program) benefits, number of program providers, and program duration) as underlying attributes potentially affecting participation in a loyalty program. Using conjoint analysis, we explored how different levels within each of these eight attributes affect consumers樉 intentions to participate. The study holds major implications for the design of successful customer loyalty programs. Keywords: Relationship Marketing, Customer Loyalty Program, Equity Theory, Conjoint Analysis.

Suggested Citation

  • Kristof Dewulf & Gaby Odekerken-Schr der & Marie de Cannire & Claudia Van Oppen, 2002. "What drives consumer participation to loyalty programs? A conjoint analytical approach," Vlerick Leuven Gent Management School Working Paper Series 2002-2, Vlerick Leuven Gent Management School.
    • Handle: RePEc:vlg:vlgwps:2002-2
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    Keywords

    relationship marketing; customer loyalty program; equity theory; conjoint analysis.;
    All these keywords.

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