Service firms and customer loyalty programs: a regulatory fit perspective of reward preferences in a health club setting

Abstract

In this paper, we examine the impact of various configurations of regulatory fit on the attitudes, exercise intentions and actual behavior of members of a health club loyalty program. Regulatory fit is conceptualized as both the match between types of program rewards and how they are communicated, as well as the congruence between reward types and regulatory focus as a stable, individual disposition. In two experimental designs, non-point reward programs offering a short-term cash bonus were used. The results of Study 1 suggest that regulatory fit has a positive impact on perceived value, exercise intentions and exercise intensity, but not on visit frequency. Analysis of repeated behavioral measures further reveals that regulatory fit has a stronger impact on exercise intensity over time relative to nonfit. Study 2 also confirms the predictive power of regulatory fit over nonfit when conceptualized as the match between reward type and trait regulatory focus.

Loyalty Programs: Generalizations on Their Adoption, Effectiveness and Design

“…Members respond more favorably to delayed rewards that have high goal congruity and fit with their personal values (e.g., health club gift certificate for members who favor a healthy lifestyle). However, the importance of the fit is attenuated by the communication of the rewards: The strongest impact on perceptions and behavior occurs when prevention-focused members obtain a preventionframed reward and promotion-focused members, a promotion-framed reward (Daryanto et al, 2010).…”

The role of customer regulatory orientation and fit in online shopping across cultural contexts

“…Due to heightened motivation and engagement, both the attraction to (in case of fit) and repulsion from (in case of misfit) a target is magnified (Hong & Lee, 2008); indeed, "when people experience strong engagement with something, they are involved, occupied, interested and attentive to it" (Higgins, 2006, p. 451). For example, Daryanto, de Ruyter, Wetzels, and Patterson (2010) showed that regulatory fit improves people's exercise behavior in terms of intensity and intentions by increasing their engagement with the focal activity. Following this rationale, it is hypothesized that promotion-(prevention) focused individuals would feel right about their goal pursuit activities and experience heightened engagement when exploring a hedonic (utilitarian) website.…”

Healthcare Self-Management Tools: Promotion or Prevention Regulatory Focus? A Scale (PR-PV) Development and Validation

“…Promotion or prevention characteristics of products have been so far evaluated in experimental pre-tests based on definitions or single question evaluations (Ku, Kuo andKuo 2012, Keeling et al 2013) and confirmed later in experimental designs. There is significant experimental evidence that a match between chronic/primed goal orientation and an inferred (but not reliably measured) product orientation creates the effects of regulatory fit (RF) (Higgins 2006), such as, 'feeling right' about and further engagement with goal pursuit, positive goal evaluations, affective reactions, enhanced intentions and behavior (Higgins et al 2003, Daryanto et al 2010). Zhou and Pham (2004) find that levels of investment in financial products and services (e.g., trading account vs. mutual fund) offering either nurturance or security benefits differ as a function of match/mismatch of a service with an appropriate gain or loss framed message.…”

“…(1998) and Daryanto et al (2010) (1-not at all, 9-very much) (α = .90), and 'How easy would it be for you to use this tool?' (1-very difficult, 9-very easy).…”