Abstract
This study examines if labeling customers as ‘member’ versus ‘non-member’ in the context of a firm’s loyalty program can influence the customers’ evaluations of the firm. It was assumed that firms’ membership-related labels, which typically are euphemisms in relation to the mere discounts offered by many loyalty programs, can (a) prime customers so that positively charged content in a general member category is activated, and that (b) this content can have a positive impact on evaluations of firms with loyalty programs. An experiment showed that evoking customers’ membership status resulted in a higher level of sense of belonging, and higher customer satisfaction, for members than for non-members. Sense of belonging mediated the impact of evoking membership status on customer satisfaction. A second study confirmed that the content of customers’ general member construct is indeed associated with sense of belonging and satisfaction.
Original language | English |
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Peer-reviewed scientific journal | International Review of Retail, Distribution and Consumer Research |
Volume | 29 |
Issue number | 3 |
Pages (from-to) | 340-357 |
Number of pages | 18 |
ISSN | 0959-3969 |
DOIs | |
Publication status | Published - 27.05.2019 |
MoE publication type | A1 Journal article - refereed |
Keywords
- 512 Business and Management
- customer satisfaction
- Loyalty programs
- membership
- priming
- sense of belonging