Do reward programs truly build loyalty for lodging industry?

Hu, Hsin‐Hui “Sunny”; Huang, Chun-Te; Chen, Po‐Tsang

doi:10.1016/j.ijhm.2009.07.002

Cited by 99 publications

(18 citation statements)

References 43 publications

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“…Previous literature on the impact of loyalty programs towards loyalty have focused on members and non-loyalty program members (Passingham 1998), and consumers' behavior before and after enrolling in loyalty program (Sharp, Sharp 1997). However, there are relatively few existing studies that empirically study fairness and value of loyalty programs (e.g., Lacey, Sneath 2006;Sunny Hu et al 2010). Thus, the present study that examined the relationship between program perceived equity, perceived value, satisfaction, trust and store loyalty adds up to the empirical evidence on this matter.…”

Section: Discussionmentioning

confidence: 99%

Retail Loyalty Programs in Malaysia: The Relationship of Equity, Value, Satisfaction, Trust, and Loyalty Among Cardholders / Mažmeninės Prekybos Lojalumo Programos Malaizijoje: Nuosavas Kapitalas, Vertė, Pasitenkinimas, Pasitikėjimas Ir Lojalumas

Omar

Alam

Aziz

et al. 2011

Journal of Business Economics and Management

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This study examines loyalty programs in Malaysia in terms of perceived equity, value, program satisfaction, program trust, and store loyalty. A total of 400 questionnaires were collected from cardholders in Klang Valley, Malaysia. The hypotheses were based on social exchange and equity theories. The structural equation model that assessed the relationship between the proposed variables was tested using AMOS 6.0. The findings revealed that perceived equity and perceived value of the loyalty program significantly influence program satisfaction and trust. Program trust was the most important predictor of store loyalty. Limitations of the study and recommendations for future research are discussed. Santrauka Autoriai analizuoja Malaizijoje paplitusias mažmeninės prekybos programas, t. y. jų vertę, patrauklumą, pasitikėjimą programa ir lojalumą. Tyrime dalyvavo 400 respondentų. Hipotezės buvo pagrįstos socialinių mainų ir lygybės teorijomis. Sudarytas struktūrinis modelis vertina siūlomų rodiklių ir jų variacijų santykinę priklausomybę naudojant AMOS 6.0. Gauti rezultatai parodė, kad tiek nuosavo kapitalo, tiek siūlomos programos lojalumas turi įtakos programos pasitenkinimo ir pasitikėjimo lygiui. Pasitikėjimas programa buvo vienas svarbiausių veiksnių vertinant vartotojų lojalumą.

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Section: Discussionmentioning

confidence: 99%

Retail Loyalty Programs in Malaysia: The Relationship of Equity, Value, Satisfaction, Trust, and Loyalty Among Cardholders / Mažmeninės Prekybos Lojalumo Programos Malaizijoje: Nuosavas Kapitalas, Vertė, Pasitenkinimas, Pasitikėjimas Ir Lojalumas

Omar

Alam

Aziz

et al. 2011

Journal of Business Economics and Management

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“…Programme loyalty is similar to reinforcing loyalty in Yim and Kannan's (1999) study and can be viewed as loyalty toward incentives. Moreover, several authors (Sunny Hu et al , 2010; Yi and Jeon, 2003) found that a loyalty programme's value affects customer loyalty only through programme loyalty to the extent that the programme provides value to the customer. Hence, we propose the following hypotheses:…”

Section: Development Of the Research Hypothesesmentioning

confidence: 99%

“…Due to the polygamous behavior of the programme members where customers can become members of multiple loyalty programmes, this makes some customers show loyalty toward more than one alternative (Mägi, 2003). Consequently, few researchers proposed to distinguish between programme loyalty and store loyalty/brand loyalty in the conceptualisation of customer loyalty in the context of a loyalty programme (Sunny Hu et al , 2010; Omar et al , 2011a, b; Yi and Jeon, 2003). In fact, it was revealed in past studies (e.g.…”

Section: Development Of the Research Hypothesesmentioning

confidence: 99%

“…Following several researchers' interest in the use of loyalty programmes in general (Mimouni‐Chaabane and Volle, 2010; Omar and Musa, 2011; Sunny Hu et al , 2010; Vesel and Zabkar, 2009; Yi and Jeon, 2003) as well as in the department and superstore in particular (Noordhoff et al , 2004), the aim of this study is to investigate how the service quality of a loyalty programme influences the value of a loyalty programme. Moreover, this paper will also examine the relationship between a programme's perceived value with programme satisfaction and loyalty.…”

Section: Introductionmentioning

confidence: 99%

“…Perceived value has received growing attention from marketing managers and researchers as one of the most influential predictors of customer satisfaction and loyalty (Cronin et al , 2000; Eggert and Ulaga, 2002). To carry out the analysis of behavioral loyalty among participants of a loyalty programme, we distinguish two aspects of loyalty: loyalty to the programme (programme loyalty) and loyalty to the store (store loyalty) (Omar et al , 2011b; Sunny Hu et al , 2010; Yi and Jeon, 2003). As loyalty programmes are becoming commonplace for retailers operating in Malaysia as well as in Asia, it is critical to investigate the effectiveness of loyalty programmes as a retention strategy among cardholders.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Investigating the structural relationship between loyalty programme service quality, satisfaction and loyalty for retail loyalty programmes: evidence from Malaysia

Omar

Wel²,

Aziz³

et al. 2013

Measuring Business Excellence

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PurposeRetaining and cultivating customer loyalty has become increasingly important for loyalty programme providers and retailers due to the highly competitive environment. The purpose of this paper is to develop and test a model investigating how loyalty programme service quality (LPSQual) enhances programme perceived value and programme satisfaction to win loyalty among cardholders.Design/methodology/approachQuota sampling technique, using a self‐administered questionnaire survey, was used with a total of 400 respondents who are card holders of loyalty programmes from departments and superstores in the capital of Malaysia.FindingsIt is found that all the loyalty programme service attributes (policy, reward, tangibility, information usefulness, courteousness/helpfulness and communication quality), with the exception of personalization, have a significant positive influence on perceived value. The positive relationship between perceived value‐programme loyalty and programme satisfaction‐programme loyalty was also significant. The result also suggests that programme satisfaction affects store loyalty only through programme loyalty.Practical implicationsThe results highlight the crucial role of loyalty programme service attributes in influencing value, satisfaction and loyalty among card holders of a loyalty programme.Originality/valueThis paper seems to be the first in investigating the impacts of LPSQual on value, satisfaction and loyalty in departments and superstores, particularly in the Malaysia context.

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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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Do reward programs truly build loyalty for lodging industry?

Cited by 99 publications

References 43 publications

Retail Loyalty Programs in Malaysia: The Relationship of Equity, Value, Satisfaction, Trust, and Loyalty Among Cardholders / Mažmeninės Prekybos Lojalumo Programos Malaizijoje: Nuosavas Kapitalas, Vertė, Pasitenkinimas, Pasitikėjimas Ir Lojalumas

Retail Loyalty Programs in Malaysia: The Relationship of Equity, Value, Satisfaction, Trust, and Loyalty Among Cardholders / Mažmeninės Prekybos Lojalumo Programos Malaizijoje: Nuosavas Kapitalas, Vertė, Pasitenkinimas, Pasitikėjimas Ir Lojalumas

Investigating the structural relationship between loyalty programme service quality, satisfaction and loyalty for retail loyalty programmes: evidence from Malaysia

Effects of belief in luck on the attractiveness of loyalty programmes

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