Can the label ‘member’ in a loyalty program context boost customer satisfaction?

Magnus Söderlund*

*Motsvarande författare för detta arbete

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

1 Citeringar (Scopus)

Sammanfattning

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.

OriginalspråkEngelska
Referentgranskad vetenskaplig tidskriftInternational Review of Retail, Distribution and Consumer Research
Volym29
Nummer3
Sidor (från-till)340-357
Antal sidor18
ISSN0959-3969
DOI
StatusPublicerad - 27.05.2019
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

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