Publication type: Conference paper
Type of review: Not specified
Title: What drives loyalty program perception? : a cross-country analysis
Authors : Müller, Steffen
Seiler, Roger
Beinert, Markus
Conference details: EMAC 2016, Oslo, Schweden, 24.-27. Mai 2016
Issue Date: 2016
Language : English
Subjects : EMAC; Marketing; Loyalty
Subject (DDC) : 658.8: Marketing management
Abstract: In many industries, companies have shifted from a transaction-based to a relationship-based marketing approach, which is reflected by the introduction of loyalty programs. Obviously, loyalty program effectiveness depends on loyalty program design. We relate loyalty program design to loyalty program perception and consider different design elements. Based on a conjoint analysis in fashion retailing in Germany and Switzerland, we find that consumers in both countries prefer cash rewards as well as no direct mailings, no magazines and no payment function. Consumers in Switzerland prefer a card or app and one fashion show per year, while consumers Germany prefer a card only and no fashion show. We also find that deal proneness has an effect on relative importance values for reward rate and direct mailings, while gender has an effect on relative importance values for reward type and services. Based on these findings, we derive recommendations and discuss limitations.
Fulltext version : Published version
License (according to publishing contract) : Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Appears in Collections:Publikationen School of Management and Law

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