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Author Mimouni-Chaabane, Aîda ♦ Volle, Pierre
Source Hyper Articles en Ligne (HAL)
Content type Text
Publisher Elsevier
File Format PDF
Language English
Subject Keyword loyalty programs ♦ perceived benefits ♦ scale development ♦ programmes de fidélité ♦ bénéfices perçus ♦ développement d'échelle de mesure ♦ shs ♦ Humanities and Social Sciences/Business administration
Abstract Positive outcomes of loyalty programs are clear for firms, yet little research examines customer perceptions. To address this gap, this article investigates various perceived benefits of loyalty programs using a multi-benefit framework based on utilitarian, hedonic, and relationship literature. Two quantitative studies, involving 658 French members of loyalty programs, provide a 16-item scale that measures five types of perceived benefits: monetary savings, exploration, entertainment, recognition, and social benefits. The five dimensions have different impacts on satisfaction with the program, loyalty to the program, and perceived relationship investment of the firm. This article offers a discussion of the theoretical and managerial implications of these findings for relationship marketing strategies.
ISSN 01482963
Educational Use Research
Learning Resource Type Article
Publisher Date 2010-01-01
Journal Journal of Business Research
Volume Number 63
Issue Number 1
Page Count 6
Starting Page 32
Ending Page 37