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.

Despite its virtuous effect on consumption level and frequency of purchase, the pressure that loyalty programs exert on consumers can also be detrimental to their psychological well-being. Through three studies ( N = 461), we show that perceived pressure increases feelings of regret and discomfort in the relationship, and decreases consumer well-being. The perceived value of the program positively moderates these effects. We also evaluate the impact of three program characteristics likely to generate pressure: the points expiration deadline, the points threshold to obtain the benefit, and possible demotion to a lower status. Only demotion to a lower status appears to exert significant pressure. Our findings highlight the trade-off that managers need to find between the quantitative performance of their loyalty programs and their impact on customers’ well-being.

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Cette recherche étudie l’influence relative des bénéfices et des coûts perçus du prospectus sur l’attitude à son égard. Une étude qualitative identifie d’abord les bénéfices (utilitaire, d’exploration et de divertissement) et les coûts (environnemental et budgétaire) associés au prospectus. Une étude quantitative montre ensuite la prédominance du bénéfice de divertissement dans l’explication de l’attitude à l’égard du prospectus. Ces résultats replacent le prospectus dans une perspective expérientielle de la consommation et offrent aux enseignes des pistes concrètes afin de mieux concevoir leurs prospectus.