Loyalty program rewards and their impact on perceived justice, customer satisfaction, and repatronize intentions.

Magnus Söderlund, Jonas Colliander

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

33 Citeringar (Scopus)

Sammanfattning

This study examines three types of rewards in a retail loyalty program context (under-reward, equity-reward, and over-reward) and their impact on perceived distributive justice, customer satisfaction, and repatronize intentions. The results from a between-subjects experiment showed that equity-reward produced higher levels of perceived distributive justice than both under-reward and over-reward. Moreover, equity-reward and over-reward produced higher levels of both customer satisfaction and repatronize intentions than did under-reward. Yet there were no differences in satisfaction and repatronize intentions for equity-reward and over-reward. These outcomes suggest that loyalty programs have the potential of not boosting members' loyalty, at the same time as they may reduce loyalty among non-members.
OriginalspråkEngelska
Referentgranskad vetenskaplig tidskriftJournal of Retailing and Consumer Services
Volym25
Sidor (från-till)47-57
Antal sidor11
ISSN0969-6989
DOI
StatusPublicerad - 01.07.2015
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

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