MEYER-WAARDEN, Lars; BRUWER, Johan; GALAN, Jean-Philippe

doi:10.1016/j.jretconser.2022.103212

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MEYER-WAARDEN, Lars

BRUWER, Johan

GALAN, Jean-Philippe

Institut de Recherche en Gestion des Organisations [IRGO]

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Journal of Retailing and Consumer Services. 2023-03, vol. 71, p. 103212

Résumé en anglais

Firms make large investments in loyalty programs (LPs) to build customer relationships with customer loyalty as one of their primary goals. Despite the popularity of LPs, their effectiveness is questioned and the subject of academic debates in relation to outcomes such as profitability. Moreover, extant research has not investigated if customers engage with LPs through LP perceived value and how LP engagement improves LP loyalty, brand loyalty, and customer engagement (CE) with the company brand. This study examines, from a consumer-centric behavioral perspective, LP engagement (LPE) behavior, and how LPE behavior impacts brand and LP loyalty, as well as CE. We introduce LPE behavior, a relatively new concept, in the form of a multi-dimensional set of hierarchically-ordered dimensions. We show a differentiated view of the relationship between the antecedents of brand loyalty as well as LP loyalty and CE. External, convergent and discriminant validity are confirmed by testing our model with a representative sample (n = 593) of the U.S. LP population with participants being members of either a grocery retail chain, department store chain, or airline frequent flyer LP. We show that perceived LP value engages customers with LPs. Subsequently, LPE behavior improves LP loyalty and brand loyalty as well as CE with the company brand. © 2022 Elsevier Ltd< Réduire

Mots clés en anglais

Brand Loyalty

Customer Engagement

Loyalty Program

Loyalty Program Engagement Behavior

Perceived Value

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Loyalty programs, loyalty engagement and customer engagement with the company brand: Consumer-centric behavioral psychology insights from three industries

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