Loyalty programs (LPs) are marketing investments designed to foster behavioral loyalty among a firm's best customers and, ultimately, increase firm performance. Surprisingly, the effectiveness of introducing LPs on firm performance in the short and long term has not been thoroughly evaluated. This research examines the extent to which introducing an LP can increase both firm sales and gross profits. Leveraging data from 322 publicly-traded firms that introduced an LP between 2000 and 2015, the authors demonstrate that introducing an LP can increase sales and gross profits in the short term (within the first year), and these positive effects are sustained long term (for at least three years). However, the effects on gross profits do not become significant until the second quarter after LP introduction, and their overall impact on performance lags substantially behind sales. Complementing these primary findings, the results reveal that offering an LP with tiers or earning mechanisms can provide firms with significant increases in sales and gross profits. Taken together, this research demonstrates that introducing strategically designed LPs can dramatically increase firm performance in both the short and long term.

Purpose The purpose of this paper is to promote a broadened view of service research and to demonstrate a path for integrating interdisciplinary perspectives with services marketing. Design/methodology/approach Two major streams of service literature are reviewed, highlighting key conceptual developments in each. Through synthesis of prior literature, a research framework and agenda are developed. Findings The findings indicate that major service research areas have been extensively explored, yet service literature is fragmented on key concepts. This can make it challenging to collaborate across disciplines. This work develops a framework for integrating concepts across disciplines to foster more impactful work. Originality/value This work presents a unique framework for integrating interdisciplinary perspectives with services marketing. Moreover, a research agenda for the specific purpose of promoting collaboration across disciplines is presented.

EXECUTIVE SUMMARYMovement and habitat selection studies are necessary for the conservation and proper management of reptile species.Such data are required when dealing with threatened, endangered, sensitive, or declining species to aid in the maintenance or recovery of that species. Because the Longnose Snake ( Rhinocheilus lecontei ) is listed in Idaho as a U.S.D.I.Bureau of Land Management Sensitive Species and as an Idaho Department of Fish and Game Species of Special Concern, we undertook this project to determine movement patterns and habitat selection of Longnose Snakes in southwestern Idaho. We used data from an extensive trapping survey that we conducted for Idaho Power Company to determine Longnose Snake macrohabitat use. We then used radiotelemetry to monitor movements and microhabitat use of three Longnose Snakes at Bruneau Dunes State Park. We measured microhabitat variables at each site where a snake was relocated (i.e., its location was redetermined) to quantify "used" microhabitat. We also measured microhabitat variables at randomly selected sites to obtain an estimate of the distribution of "available" microhabitat. To determine if Longnose Snakes were selecting certain microhabitat characteristics, we compared used to available microhabitat and tested for significant differences.We determined that Longnose Snakes at Bruneau Dunes State Park select retreat site habitats with burrows and shrub cover. Therefore, we feel that burrows and shrubs are an important aspect of Longnose Snake microhabitat and should be considered when managing for this sensitive species.Longnose Snake (Rhinocheilus lecontei) captured at Bruneau Dunes State Park. 30 in were installed during the second year (1994). During the second year, we repeated three of the 1993 sites, so the total number of arrays used for trapping data analysis was 47. Each array consisted of four 7.5 m sections of 50.8 cm metal flashing arranged in a capital T configuration (Fig. 3). This array is a modified version of the trapping arrays proposed by Campbell and Christman (1982), Jones (1986), and Karns (1986).We constructed funnel traps with fine enough hardware cloth (1/8", 3.2 mm) to prevent the escape of small snakes. One 91 cm x 61 cm piece of hardware cloth yields one trap body Bury, R.B.,H.W. Campbell., and N.J. Scott. 1980. Role and importance of nongame wildlife.

This research examines the effects of service variability on consumer confidence and behavior across multiple transactions in a service relationship. This article integrates discussions of service relationships and models of service variability. Leveraging a field study, the authors track over 12,000 experiences across 3,084 consumers for a 2-year period and model the impact of variability in these experiences on consumer relationships. The results reveal variability in a service relationship can significantly impact consumer confidence and that the nature of this relationship is nonlinear, revealing that small variations in quality will have strong effects on confidence and that these effects plateau as variability increases. Despite these overall effects, we also demonstrate that the positive benefits of service improvement strategies can offset these effects. Finally, in a second study, the results suggest firms can insulate themselves from the effects of variability by encouraging consumer involvement in relational investments (i.e., loyalty programs) that provide consumers with both interpersonal (i.e., status) and economic resources (i.e., points). Taken together, the results demonstrate that consumers integrate evaluations across transactions when evaluating a service provider, thus focusing on a single transaction, in isolation, may not accurately capture consumers’ perceptions of the service relationship.

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