Consumer learning as a determinant of a multi-partner loyalty program’s effectiveness: A behaviorist and long-term perspective

Frisou, Jean; Yildiz, Hélène

doi:10.1016/j.jretconser.2010.10.002

Cited by 24 publications

(17 citation statements)

References 41 publications

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“…Among the indicators of utilitarian benefits, factors that provide utilitarian value by convenience and saving a user time and money are most often used (Mimouni-Chaabane and Volle, 2010;Frisou and Yildiz, 2011). Utilitarian benefits were measured using a seven-point Likert scale from Mimouni-Chaabane and Volle's (2010) work.…”

Section: Methodsmentioning

confidence: 99%

Linking social networks to utilitarian benefits through counter-knowledge

Sánchez-Casado

Cegarra‐Navarro

Tomaseti-Solano

2015

Online Information Review

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Purpose -Social networking sites (SNS) enable users to create their own public profiles within a web site. In recent years, there has been an increase in the number of people spreading misleading information or rumours (i.e. counter-knowledge) about friends and other people thanks to social media platforms. The purpose of this paper is to identify the role played by social networks in the process of creating counter-knowledge, focusing on the counter-knowledge that users develop in the context of SNS and its effect on utilitarian benefits. Design/methodology/approach -This study analyses these effects through an empirical investigation of 236 users of SNSs. The methodology involves the construction and analysis of a structural equation model from a review of relevant literature. Findings -The results confirm that, although the context of SNSs is a variable that will lead to positive effects on counter-knowledge, the relationship between counter-knowledge and utilitarian benefits becomes statistically insignificant. The results also showed that the content on social networks may lead to higher levels of utilitarian benefits. This either amplifies or helps to encourage cooperation among users and providers of rumours, beliefs and assumptions about what they think is the truth. Originality/value -From a user perspective, few, if any, studies of SNS have considered the relationship between the information collected and generated by SNS and counter-knowledge. Therefore, the results of this study lead the authors to advise managers of SNSs considering that most but not all the content on SNSs is associated with the spread of rumours, misinformation and unverified claims.

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Section: Methodsmentioning

confidence: 99%

Linking social networks to utilitarian benefits through counter-knowledge

Sánchez-Casado

Cegarra‐Navarro

Tomaseti-Solano

2015

Online Information Review

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show abstract

“…Bolton et al (2000) find an indirect effect of LP participation on customer retention, in that members are more likely to discount or forgive negative experiences with the provider. Moreover, as members learn how to use an LP, they become more efficient in the use of the LP (Frisou and Yildiz, 2011;Drèze and Nunes, 2011). This may increase psychological barriers due to increased motivation and perceived selfefficacy.…”

Section: Lp Effects On Customer Retentionmentioning

confidence: 99%

Loyalty Programs: Generalizations on Their Adoption, Effectiveness and Design

Bijmolt¹,

Dorotić²,

Verhoef³

2010

FNT in Marketing

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“…According to Frisou and Yildiz (2011), customers progressively learn program rules and seek to understand which behaviors are most readily remunerated. By commonly rewarding repeated patronage and higher amounts spent with preferential treatment (Drèze & Nunes, 2009), companies transform these criteria into milestones and enable people to judge by themselves the position they believe they should occupy.…”

Section: Hypothesesmentioning

confidence: 99%