Are loyalty program members really engaged? Measuring customer engagement with loyalty programs

Bruneau, Virginie; Swaen, Valérie; Zidda, Pietro

doi:10.1016/j.jbusres.2018.06.002

Cited by 78 publications

(71 citation statements)

References 68 publications

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“…Positive engagement will yield positive outcomes such as purchase behavior, satisfaction, and loyalty ( Hollebeek and Chen, 2014 ), but negative engagement may spread negative reviews ( Loureiro and Kaufmann, 2018 ) that ward off customers ( Weisstein et al, 2017 ). Nonetheless, some prove that negative engagement may cause positive outcomes ( Juric et al, 2015 ), repeat purchase intention, and loyalty ( Bruneau et al, 2018 ). These contradictions demonstrate that a clear line of inquiry between antecedents and CEV outcomes is missing.…”

Section: Introductionmentioning

confidence: 99%

Co-creation or Co-destruction: A Perspective of Online Customer Engagement Valence

et al. 2021

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The increasing interest in online shopping in recent years has increased the importance of understanding customer engagement valence (CEV) in a virtual service network. There is yet a comprehensive explanation of the CEV concept, particularly its impact on multi-actor networks such as web stores. Therefore, this study aims to fill this research gap. In this study, past literature in the marketing and consumer psychology field was critically reviewed to understand the concept of CEV in online shopping, and the propositional-based style was employed to conceptualize the CEV within the online shopping (web stores) context. The outcomes demonstrate that the valence of customer engagement is dependent on the cognitive interpretation of signals that are prompted by multiple actors on a web store service network. If the signals are positively interpreted, positive outcomes such as service co-creation are expected, but if they are negatively interpreted, negative outcomes such as service co-destruction are predicted. These notions create avenues for future empirical research and practical implications.

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Section: Introductionmentioning

confidence: 99%

Co-creation or Co-destruction: A Perspective of Online Customer Engagement Valence

et al. 2021

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“…Customer involvement is characterized as positive or negative, and high or low customer behavior (Bruneau, Swaen & Zidda, 2018;Doorn et al, 2010). Customer involvement is important since it can add an active and reliable voice for the brand, help other customers recognize their product and service needs, identify how the company can meet their needs, and overcome barriers between the company and the customer (Vivek et al, 2014).…”

Section: Involvementmentioning

confidence: 99%

The impact of customer involvement in airline loyalty programs: a multigroup analysis

Limberger

Pereira

2021

TMS

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Loyalty programs (LPs) have been considered a key determining factor for the performance of many companies. Although the benefits, satisfaction, perceived functional value (PFV), and loyalty (BSPfvL) have been widely explored, few studies have attempted to compare the results of this model in different groups of consumers. This study aims to analyze the relationships for varying levels of user involvement in airline loyalty programs. The population of this study was individual members of airway loyalty programs in Brazil. We obtained 429 answered questionnaires. We used multi-group analysis (MGA) using Partial least squares structural equation modeling (PLS-SEM). The results of this study indicate the mediation effect of satisfaction and perceived value and moderation of consumer involvement. A difference was identified between the two groups regarding hedonic benefits, satisfaction, and loyalty. This research has successfully contributed to the airline industry regarding the importance of loyalty benefits. Additionally, it highlights the importance of establishing consumers’ involvement in company loyalty programs. Finally, this study provides practical and theoretical contributions and guides future research efforts.

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“…Awareness refers to the extent to which customers know the existence of a brand; consideration includes the willingness of customers to buy from the brand potentially; purchase intent implies that customers have mentally committed to a purchase; while customer satisfaction captures the experience of the post-purchase product. While many marketers prioritize the phases of consideration and purchase intent, both awareness and satisfaction help determine progress towards purchase and loyalty, respectively, due to their direct link to company sales (Bruneau et al, 2018;Lee-Kelley et al, 2003). We provide the conceptual underpinnings of the relationships between FGC, UGC and each stage of the marketing funnel in based on the theories obtained from the processing of consumer information and source credibility.…”

Section: Introductionmentioning

confidence: 99%

Configure the Symmetrical and Asymmetrical Paths of Brand Equity and Relationship of Firm Created Content and User Generated Content as Antecedent

Putra¹,

Nurani²,

Ilyas³

et al. 2021

JMB

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This study aims to investigate in the relationship FCC, UGC, Customer Experience satisfaction towards Brand Equity and Purchase Decision on the subject of e-commerce research in Indonesia (e.g., Lazada, Tokopedia, and Bli-Bli). This study used two research methods: exploratory research (exploratory research) and descriptive research (descriptive analysis). This study's total population was 200 eligible. The collection data with online survey. This study's testing phase is through three phases: first, the reliability of the construct configuration for brand association, brand awareness, brand reputation, and brand performance on brand equity. Second, the relationship that explains the direct and indirect effects of UGC and FCC on brand equity and purchase intention; third, the relationship that demonstrates the impact of variable customer experience satisfaction on brand equity and purchase intention. The result of this study shown from the seven symmetrical paths, the direct relationship is found significant results except for variable relationships such as UGC and FCC on Purchase Intention, which states that there is no significant effect. For example, the indirect relationship between FCC and Purchase Intention mediated by the Brand Equity variable states that there is no positive and significant effect. Except for the relationship between UGC on Purchase Intention mediated by Brand Equity and Brand Equity on Purchase Intention mediated by the Customer Experience Satisfaction variable. Both found that there was a positive and significant relationship.

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Are loyalty program members really engaged? Measuring customer engagement with loyalty programs

Cited by 78 publications

References 68 publications

Co-creation or Co-destruction: A Perspective of Online Customer Engagement Valence

Co-creation or Co-destruction: A Perspective of Online Customer Engagement Valence

The impact of customer involvement in airline loyalty programs: a multigroup analysis

Configure the Symmetrical and Asymmetrical Paths of Brand Equity and Relationship of Firm Created Content and User Generated Content as Antecedent

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