Loyalty program structure and consumers' perceptions of status: Feeling special in a grocery store?

Penilaian Kesan Manfaat Program Kesetiaan dalam Hubungan Kepuasan-Kesetiaan: Bukti Empirikal di Malaysia

“…First, it may due to the neutral or negative general attitude of the respondents toward loyalty programs. Arbore and Estes (2013) observed that symbolic benefi ts such as special treatment and exclusivity were only observed among respondents with positive attitudes toward loyalty programs, while those with neutral or negative attitudes toward loyalty programs were unaffected by the structure of the program.…”

Customers' relationship with their grocery store: Direct and moderating effects from store format and loyalty programs

“…More specifically, in the grocery retail, characterized by low perceived exclusivity levels, the loyalty program structure has no effect on perceived status (Arbore and Estes, 2013). Hence, grocery retailers should identify innovative strategies that differentiate them from competitors, as well as improve fair rewards to the most profitable customers, in order to increase their levels of satisfaction, trust and loyalty.…”

Casino Customers’ Intention to Join a Loyalty Rewards Program

“…Reward tiers are considered effective because they build a sense of identity within each tier that can lead to commitment to the brand (McCall & Voorhees, 2010). A number of studies have examined the relationship between tier and status (Arbore & Estes, 2013;Drèze & Nunes, 2009;Kopalle, Neslin, Sun, & Swaminathan, 2012;Tanford, 2013). For instance, Drèze and Nunes (2009) found that tiers provide a feeling of status as members compare themselves to other levels.…”

“…One particularly important aspect of a loyalty rewards program is its structure-the number and size of tiers-and its impact on customers' perceptions of exclusivity and status (Arbore & Estes, 2013). By establishing well-defined hierarchies ("tiers") with distinct benefits associated with spending levels, loyalty rewards programs differentiate high-end from low-end customers, which leads to "a whole new stratification of consumer society" (Brady, 2000).…”

“…By establishing well-defined hierarchies ("tiers") with distinct benefits associated with spending levels, loyalty rewards programs differentiate high-end from low-end customers, which leads to "a whole new stratification of consumer society" (Brady, 2000). Some loyalty rewards programs divide customers into two groups while others feature more than two tiers (e.g., gold, silver, and bronze; Arbore & Estes, 2013). Research has shown that the tiered structure influences individuals' sense of status such that more tiers and smaller members within a tier increase perceived status and further influence consumers' decision making (Drèze & Nunes, 2009).…”