Managing loyalty program communications in the digital era: Does culture matter?

Yang, Morgan X.; Zeng, Kevin J.; Chan, Haksin; Yu, Irina Y.

doi:10.1016/j.jretconser.2021.102476

Cited by 21 publications

(18 citation statements)

References 56 publications

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“…First, our research adds to LP and loyalty literature by exploring the effectiveness of LPs with different structures in enhancing members’ value and loyalty. Recent studies have emphasized the effectiveness of linear LPs in customer loyalty formation rather than nonlinear (multi-tier) LPs ( Yang et al, 2019 , 2021 ) and paid little attention to the effect of reward duration. This paper compared LPs with different reward amounts (equal returns vs. differential returns) and reward time limits (expiry vs. no-expiry policy) for their impact on perceived value.…”

Section: Conclusion and Discussionmentioning

confidence: 99%

“…LP design structures are multifaceted and involve several elements, such as reward amount, type, timing, and redemption policies (Yang et al, 2019(Yang et al, , 2021. There is no consensus on which type of reward amount is more effective and whether setting a time limit on reward redemption can bring actual loyal customers.…”

Section: Definition and Research Hypotheses Of Lp Design Structuresmentioning

confidence: 99%

“…This study contributes to the literature in four ways. First, our research adds to LP and loyalty literature by exploring the (Yang et al, 2019(Yang et al, , 2021 and paid little attention to the effect of reward duration. This paper compared LPs with different reward amounts (equal returns vs. differential returns) and reward time limits (expiry vs. no-expiry policy) for their impact on perceived value.…”

Section: Theoretical Contributionsmentioning

confidence: 99%

“…Early research focuses on exploring the effectiveness of equal returns; however, more recent research has begun to challenge its usefulness and has shifted its focus to differential returns. Many empirical studies have shown that differential returns support better resource allocation and increase customer motivation to stay at the same level or fight for higher levels through increased purchases to achieve notable benefits ( Steinhoff and Palmatier, 2016 ; Yang et al, 2021 ). Some also highlight its superiority in fostering feelings of status and arousing the desire for higher levels as members perceive their high status compared to lower levels, which contributes to a more excellent perception of higher levels ( Eggert et al, 2015 ; Yang et al, 2020 ).…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

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Effect of introducing virtual community and community group buying on customer’s perceived value and loyalty behavior: A convenience store-based perspective

2022

Front. Psychol.

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Customers’ declining receptivity to conventional marketing tools has been a challenge for convenience stores. To overcome this, retailers are turning to social media as a new, potent marketing tool for creating business prospects and encouraging direct customer interaction. However, it is still unknown how social media marketing affects the shifts in customer behavior. This paper expands on the relationship of “loyalty program (LP) + virtual community experience → perceived value → customer loyalty” in the traditional convenience store scenario, refining the variables of virtual community experience, perceived value, and customer loyalty. It also compares the effectiveness of different LP design structures (reward amounts × reward time limits) and explores the mediation impact of program loyalty and the moderation effect of alternative attractiveness. The results demonstrate the superior performance of LPs with an expiry policy and differential returns and highlight the importance of enhancing members’ virtual community experiences in fostering customer perceived value and loyalty. The results also show the minor negative moderation impact of community group buying and prove that emotional value significantly impacts customer loyalty. Still, the social value does not affect program loyalty. The recommendations are offered, such as designing growing-oriented and periodical zeroing LPs, as well as using new social media marketing tools (virtual community-based marketing) to empower traditional marketing techniques (LP-based relationship marketing) and constructing a “convenience store + community group buying” model. The findings have substantial theoretical and practical implications for traditional convenience stores in properly implementing loyalty and social media marketing tactics to maximize customer value and loyalty with a limited budget.

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Section: Conclusion and Discussionmentioning

confidence: 99%

Section: Definition and Research Hypotheses Of Lp Design Structuresmentioning

confidence: 99%

Section: Theoretical Contributionsmentioning

confidence: 99%

Section: Literature Review and Hypothesesmentioning

confidence: 99%

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Effect of introducing virtual community and community group buying on customer’s perceived value and loyalty behavior: A convenience store-based perspective

2022

Front. Psychol.

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“…Arguably, I–C is one of the most widely studied and validated constructs for describing and comparing cultures (e.g., Chan & Wan, 2008; Yang, Zeng, et al, 2021). Compared with people from individualist countries (e.g., Australia and the United States), people from collectivist countries (e.g., China and India) prefer to collaborate with in‐group rather than out‐group members (e.g., Muethel & Bond, 2013) and display stronger out‐group discrimination (Triandis et al, 1990).…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Promoting sustainable human resource management by reducing recruitment discrimination: A cross‐cultural perspective

Yang

Chan

et al. 2021

Sustainable Development

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Equality is an indispensable component in achieving sustainable human resource management. This research addresses an important yet under-researched global sustainable development issue-recruitment discrimination against immigrants (RDI).Using survey data on 2504 individual managers from 39 nations, we have found that voluntary association activity can reduce human resource managers' RDI by attenuating their out-group distrust. Moreover, we offer evidence that this beneficial effect of voluntary association activity is more pronounced in individualist than in collectivist countries. Our research sheds theoretical light on how recruitment bias and discrimination can be reduced, and it also provides practical guidance for global employers to achieve sustainable human resource management.

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Frequent Flyer Program

Rizwan

Vij

2023

Encyclopedia of Tourism

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Managing loyalty program communications in the digital era: Does culture matter?

Cited by 21 publications

References 56 publications

Effect of introducing virtual community and community group buying on customer’s perceived value and loyalty behavior: A convenience store-based perspective

Effect of introducing virtual community and community group buying on customer’s perceived value and loyalty behavior: A convenience store-based perspective

Promoting sustainable human resource management by reducing recruitment discrimination: A cross‐cultural perspective

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