Advancing research on loyalty programs: a future research agenda

Breugelmans, Els; Bijmolt, Tammo H. A.; Zhang, Jie; Basso, Leonardo J.; Dorotić, Matilda; Kopalle, Praveen K.; Minnema, Alec; Mijnlieff, Willem Jan; Wünderlich, Nancy V.

doi:10.1007/s11002-014-9311-4

Cited by 120 publications

(105 citation statements)

References 31 publications

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“…First, this study articulates the theoretical bases of belief in luck with loyalty programmes. In the retail literature, loyalty programme studies constantly analyse the effects of marketing strategies on membership behaviour (Breugelmans et al, ; Dorotic et al, ). Belief in luck has been present in studies of people's behaviour (Darke & Freedman, , Day & Maltby, , Jiang et al, ).…”

Section: Discussionmentioning

confidence: 99%

“…Previous studies have centred on how people directly address belief in luck (Darke & Freedman, 1997a;Day & Maltby, 2003), the attractiveness of loyalty programmes (Breugelmans et al, 2015;Dorotic et al, 2012), and cognitive or affective decisions (Babin et al, 1994;Chitturi et al, 2008;Hirschman & Holbrook, 1982). This study integrates these three areas of study using two laboratory tests and one in the field to understand the moderating effect of belief in luck on the relationship between loyalty programmes and attractiveness.…”

Section: Discussionmentioning

confidence: 99%

“…The pursuit of customer loyalty must be present in a loyalty programme (Breugelmans et al, 2015). This is because the loyalty programme assumes that by building long-term relationships, consumers tend to make frequent purchases from the same firm (Stone et al, 2003).…”

Section: Loyalty Programmes and Attractivenessmentioning

confidence: 99%

“…Loyalty programmes have been used as an efficient marketing strategy to increase customer loyalty (Breugelmans et al, 2015;Dorotic, Bijmolt, & Verhoef, 2012). Some approaches to academic studies demonstrate the need to create an efficient loyalty programme that can integrate strategies that promote interest among members (Dorotic et al, 2012;Meyer-Waarden, 2008).…”

Section: Introductionmentioning

confidence: 99%

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Effects of belief in luck on the attractiveness of loyalty programmes

Ladeira

Santini

Sampaio

et al. 2017

J of Consumer Behaviour

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The aim of this article is to demonstrate that the perception of belief in luck affects loyalty programmes, causing people making cognitive (affective) choices to feel more (less) attracted. To validate our hypotheses, we conducted 3 related experiments (2 laboratory tests and 1 in the field). We found that the perception of belief in luck (bad or good) affects the relationship between loyalty programmes and attractiveness (Study 1). We study this effect considering the mechanisms of points‐pressure and rewarded behaviour. Thereafter, we established that cognitive (affective) decisions promoted an increase (decrease) in attractiveness when consumers were exposed to continuous loyalty programmes because their belief in luck was lower (Studies 2 and 3). We believe that these changes occur because the consumer's belief in luck masks the uncertainty in the decision‐making process.

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Section: Discussionmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Section: Loyalty Programmes and Attractivenessmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Effects of belief in luck on the attractiveness of loyalty programmes

Ladeira

Santini

Sampaio

et al. 2017

J of Consumer Behaviour

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“…An important issue in empirical studies is the measurement of the effect of reward programmes (Breugelmans et al ., ). Because reward programmes operate as a dynamic incentive mechanism (Lewis, ), consumers’ forward‐looking behaviour is a necessary component of any model that attempts to measure the impact of reward programmes on consumer purchase behaviour.…”

Section: Literature Reviewmentioning

confidence: 97%

Identification of Dynamic Models of Rewards Programme

Ching

Ishihara

2018

Jpn Econ Rev

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“Frequent‐buyer” rewards programmes are commonly used by companies as a marketing tool to compete for market share. They provide a unique environment for studying consumers’ forward‐looking behaviour. The consumer's problem on accumulating reward points can be formulated as a stationary infinite horizon discrete choice dynamic programming model. We show that the parameters of this model, including the discount factor, are well‐identified. In particular, it is possible to identify state‐dependent discount factors (i.e. discount factors can vary with the number of reward points). We discuss how this identification result is related to the goal‐gradient hypothesis studied in the consumer psychology literature.

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Marketing analytics: The bridge between customer psychology and marketing decision‐making

Basu,

Lim,

Kumar

et al. 2023

Psychology and Marketing

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As modern marketing environments become increasingly data‐intensive, the role of marketing analytics in illuminating the dynamics of customer psychology to inform marketing decision‐making becomes critical. This study conducts a systematic literature review using a bibliometric analysis of 122 studies identified and retrieved from Scopus, focusing on the expansive domain of marketing analytics. Our review serves as a conduit binding the fragmented past, present, and future of marketing analytics, presenting an organized framework that highlights the characteristic theoretical underpinnings associated with it. Beyond offering a panoramic perspective of key resources—encompassing journals, authors, countries/territories, and institutions—we delve deeply into predominant themes in marketing analytics. These themes underscore its vital applications, from decision‐making, forecasting, and capability building, to understanding customer journeys and gaining a competitive edge. Central to our discourse is the study's implication, emphasizing marketing analytics as a bridge to a more informed grasp of customer psychology in today's customer‐centric, data‐driven environment. Through this lens, marketing analytics becomes a potent tool to capture psychological nuances, uncovering facets that might be bypassed by traditional marketing, thereby empowering enriched decision‐making in modern marketing strategies.

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Advancing research on loyalty programs: a future research agenda

Cited by 120 publications

References 31 publications

Effects of belief in luck on the attractiveness of loyalty programmes

Effects of belief in luck on the attractiveness of loyalty programmes

Identification of Dynamic Models of Rewards Programme

Marketing analytics: The bridge between customer psychology and marketing decision‐making

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