Loyalty Programmes: Current Knowledge and Research Directions

International Journal of Management Reviews

Volumn 14, Issue 3, 2012, Pages 217-237

  Dorotic, Matilda ^a,b   Bijmolt, Tammo H A ^b   Verhoef, Peter C ^b  

^a UNIVERSITY OF SPLIT   (Croatia)

^b UNIVERSITY OF GRONINGEN   (Netherlands)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84856144283     PISSN: 14608545     EISSN: 14682370     Source Type: Journal    
DOI: 10.1111/j.1468-2370.2011.00314.x     Document Type: Article

References (145)

1. Allaway, A.W., Berkowitz, D. and D'Souza, G. (2003). Spatial diffusion of a new loyalty program through a retail market. Journal of Retailing, 79, pp. 137-151.
2. Allaway, A.W., Gooner, R.M., Berkowitz, D. and Davis, L. (2006). Deriving and exploring behavior segments within a retail loyalty card program. European Journal of Marketing, 40, pp. 1317-1339.
3. American Marketing Association (2011). Marketing power, dictionary, frequent shopper program. Available from http://www.marketingpower.com/_layouts/dictionary.aspx?dLetter=F
4. Bellizzi, J.A. and Bristol, T. (2004). An assessment of supermarket loyalty cards in one major US market. Journal of Consumer Marketing, 21, pp. 144-154.
5. Berman, B. (2006). Developing an effective loyalty program. California Management Review, 49, pp. 123-148.
6. Blattberg, R.C., Kim, B.D. and Neslin, S.A. (2008). Database Marketing: Analyzing and Managing Customers. New York, NY: Springer.
7. Bolton, R.N., Kannan, P.K. and Bramlett, M.D. (2000). Implications of loyalty program membership and service experiences for customer retention and value. Journal of the Academy of Marketing Science, 28, pp. 95-108.
8. Bridson, K., Evans, J. and Hickman, M. (2008). Assessing the relationship between loyalty program attributes, store satisfaction and store loyalty. Journal of Retailing and Consumer Services, 15, pp. 364-374.
9. Burness, J., Paich, M., Freeman, M. and Ogden, B. (2009). Recession marketing and loyalty programs: keys to successful program design. White Paper. Available from http://www.dealermiles.com/dealers/Documents/White_Paper_on_Recessions_And_Loyalty_Programs.pdf
10. Capizzi, M.T. and Ferguson, R. (2005). Loyalty trends for the twenty-first century. Journal of Consumer Marketing, 22, pp. 72-80.
11. Carlsson, F. and Löfgren, Å. (2006). Airline choice, switching costs and frequent flyer programmes. Applied Economics, 38, pp. 1469-1475.
12. Cigliano, J., Georgiadis, M., Pleasance, D. and Whalley, S. (2000). The price of loyalty. McKinsey Quarterly, 4, pp. 68-77.
13. Consumer Reports (2008). Points mania. Consumer Reports, 73, pp. 12-13.
14. Cortinas, M., Elorz, M. and Mugica, J.M. (2008). The use of loyalty-cards databases: differences in regular price and discount sensitivity in the brand choice decision between card and non-card holders. Journal of Retailing and Consumer Services, 15, pp. 52-62.
15. Daryanto, A., de Ruyter, K., Wetzels, M. and Patterson, P.G. (2010). Service firms and customer loyalty programs: a regulatory fit perspective of reward preferences in a health club setting. Journal of the Academy of Marketing Science, 38, pp. 604-616.
16. Dekay, F., Toh, R.S. and Raven, P. (2009). Loyalty programs: airlines outdo hotels. Cornell Hospitality Quarterly, 50, pp. 371-382.
17. De Lollis, B. (2007). Out: boring rewards. In: dreams come true. USA Today, 20 March, p. 10.
18. Demoulin, N.T.M. and Zidda, P. (2008). On the impact of loyalty cards on store loyalty: does the customers' satisfaction with the reward scheme matter? Journal of Retailing and Consumer Services, 15, pp. 386-398.
19. Demoulin, N.T.M. and Zidda, P. (2009). Drivers of customers' adoption and adoption timing of a new loyalty card in the grocery retail market. Journal of Retailing, 85, pp. 391-405.
20. De Wulf, K., Odekerken-Schröder, G. and Iacobucci, D. (2001). Investments in consumer relationships: a cross-country and cross-industry exploration. Journal of Marketing, 65, pp. 33-50.
21. De Wulf, K., Odekerken-Schröder, G., de Cannière, M. and Van Oppen, C. (2003). What drives consumers participation to loyalty programs? A conjoint analytical approach. Journal of Relationship Marketing, 2, pp. 69-83.
22. Dhar, S.K., Morrison, D.G. and Raju, J.S. (1996). The effect of package coupons on brand choice: an epilogue on profits. Marketing Science, 15, pp. 192-203.
23. Dholakia, U.M. (2006). How customer self-determination influences relational marketing outcomes: evidence from longitudinal field studies. Journal of Marketing Research, 43, pp. 109-120.
24. Dick, A.S. and Basu, K. (1994). Customer loyalty: towards an integrated conceptual framework. Journal of the Academy of Marketing Science, 22, pp. 99-113.
25. van Doorn, J., Verhoef, P.C. and Bijmolt, T.H.A. (2007). The importance of non-linear relationships between attitude and behaviour in policy research. Journal of Consumer Policy, 30, pp. 75-90.
26. Dorotic, M., Fok, D., Verhoef, P.C. and Bijmolt, T.H.A. (2010). Do vendors benefit from promotions in a multi-vendor loyalty program? Marketing Letters (OnlineFirst 2 November 2010), pp. 1-16.
27. Dowling, G.R. and Uncles, M. (1997). Do customer loyalty programs really work? Sloan Management Review, 38, pp. 71-82.
28. Drèze, X. and Hoch, S.J. (1998). Exploiting the installed base using cross-merchandising and category destination programs. International Journal of Research in Marketing, 15, pp. 459-471.
29. Drèze, X. and Nunes, J.C. (2007). Recurring goals: the effect of divisibility and goal attainment on self-efficacy and effort. Marshal Research Paper Working Paper MKT 07-07.
30. Drèze, X. and Nunes, J.C. (2009). Feeling superior: the impact of loyalty program structure on consumers' perceptions of status. Journal of Consumer Research, 35, pp. 890-905.
31. Evanschitzky, H. and Wunderlich, M. (2006). An examination of moderator effects in the four-stage loyalty model. Journal of Service Research, 8, pp. 330-345.
32. Feinberg, F.M., Krishna, A. and Zhang, Z.J. (2002). Do we care what others get? A behaviorist approach to targeted promotions. Journal of Marketing Research, 39, pp. 277-291.
33. Ferguson, R. and Hlavinka, K. (2009a). The big sort: the 2009 COLLOQUY Loyalty Marketing Census. White Paper. LoyaltyOne, Colloquy. Available from http://www.colloquy.com
34. Ferguson, R. and Hlavinka, K. (2009b). After the meltdown: consumer attitudes and perceptions about loyalty programs in the post-recession economy. White Paper. LoyaltyOne, Colloquy. Available from http://www.colloquy.com
35. Furinto, A., Pawitra, T. and Balqiah, T.E. (2009). Designing competitive loyalty programs: how types of program affect customer equity. Journal of Targeting, Measurement and Analysis in Marketing, 17, pp. 307-319.
36. Gable, M., Fiorito, S.S. and Topol, M.T. (2008). An empirical analysis of the components of retailer customer loyalty programs. International Journal of Retail and Distribution Management, 36, pp. 32-49.
37. Gómez, B.G., Arranz, A.G. and Cillan, G.J. (2006). The role of loyalty programs in behavioral and affective loyalty. Journal of Consumer Marketing, 23, pp. 387-396.
38. Graeff, T.R. and Harmon, S. (2002). Collecting and using personal data: consumers' awareness and concerns. Journal of Consumer Marketing, 19, pp. 302-318.
39. Grewal, D., Levy, M. and Kumar, V. (2009). Customer experience management in retailing: an organizing framework. Journal of Retailing, 85, pp. 1-14.
40. Gruen, T.W. (1994). Exploring consumer behaviour with respect to membership. Asia Pacific Advances in Consumer Research, 1, pp. 265-272.
41. Gwinner, K.P., Gremler, D.D. and Bitner, M.J. (1998). Relational benefits in services industries: the customer's perspective. Journal of the Academy of Marketing Science, 26, pp. 101-114.
42. Hallberg, G. (2004). Is your loyalty programme really building loyalty? Why increasing emotional attachment, not just repeat buying, is key to maximising programme success. Journal of Targeting, Measurement and Analysis for Marketing, 12, pp. 231-241.
43. Hansen, J.D., Deitz, G.D. and Morgan, R.M. (2010). Taxonomy of service-based loyalty program members. Journal of Services Marketing, 24, pp. 271-282.
44. Hartmann, W.R. and Viard, V.B. (2008). Do frequency reward programs create switching costs? A dynamic structural analysis of demand in a reward program. Quantitative Marketing and Economics, 6, pp. 109-137.
45. van Heerde, H.J. and Bijmolt, T.H.A. (2005). Decomposing the promotional revenue bump for loyalty program members versus nonmembers. Journal of Marketing Research, 17, pp. 443-457.
46. Hennig-Thurau, T. and Paul, M. (2007). Can economic bonus programs jeopardize service relationships? Service Business, 1, pp. 159-175.
47. Hunneman, A., Bijmolt, T.H.A. and Elhorst, J.P. (2008). Store location evaluation based on geographical consumer information. Working Paper, University of Groningen.
48. Keh, H.T. and Lee, Y.H. (2006). Do reward programs build loyalty for services? The moderating effect of satisfaction on type and timing of rewards. Journal of Retailing, 82, pp. 127-136.
49. Kim, B.D., Shi, M. and Srinivasan, K. (2001). Reward programs and tacit collusion. Marketing Science, 20, pp. 99-120.
50. Kim, D., Lee, S., Bu, K. and Lee, S. (2009). Do VIP programs always work well? The moderating role of loyalty. Psychology and Marketing, 26, pp. 590-609.
51. Kivetz, R. (2003). The effects of effort and intrinsic motivation on risky choice. Marketing Science, 22, pp. 477-502.
52. Kivetz, R. (2005). Promotion reactance: the role of effort-reward congruity. Journal of Consumer Research, 31, pp. 725-736.
53. Kivetz, R. and Simonson, I. (2002). Earning the right to indulge: effort as a determinant of customer preferences toward frequency program rewards. Journal of Marketing Research, 39, pp. 155-170.
54. Kivetz, R. and Simonson, I. (2003). The idiosyncratic fit heuristic: effort advantage as a determinant of consumer response to loyalty programs. Journal of Marketing Research, 40, pp. 454-467.
55. Kivetz, R., Urminsky, O. and Zheng, Y. (2006). The goal-gradient hypothesis resurrected: purchase acceleration, illusionary goal progress and customer retention. Journal of Marketing Research, 18, pp. 39-58.
56. Klemperer, P. (1987). Markets with consumer switching costs. Quarterly Journal of Economics, 102, pp. 375-394.
57. Klemperer, P. (1995). Competition when consumers have switching costs: an overview with applications to industrial organization, macroeconomics, and international trade. Review of Economic Studies, 62, pp. 515-539.
58. Knott, A., Hayes, A. and Neslin, S.A. (2002). Next-product-to-buy models for cross-selling applications. Journal of Direct Marketing, 16, pp. 59-75.
59. Kopalle, P.K. and Neslin, S.A. (2003). The economic viability of frequency reward programs in a strategic competitive environment. Review of Marketing Science, 1, pp. 1-39.
60. Kopalle, P.K., Neslin, S.A., Sun, B., Sun, Y. and Swaminathan, V. (2006). A dynamic structural model of the impact of loyalty programs on customer behavior. Working Paper. Tuck School of Business, Dartmouth College.
61. Kumar, N. (2004). Marketing as Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation. Boston, MA: Harvard Business School Press.
62. Kumar, V. and Reinartz, W. (2006). Customer Relationship Management: A Database Approach. New York, NY: Wiley.
63. Kumar, V. and Shah, D. (2004). Building and sustaining profitable customer loyalty for the 21st century. Journal of Retailing, 80, pp. 317-329.
64. Lacey, R. (2009). Limited influence of loyalty program membership on relational outcomes. Journal of Consumer Marketing, 26, pp. 392-402.
65. Lacey, R. and Sneath, J.Z. (2006). Loyalty programs: are they fair to consumers? Journal of Consumer Marketing, 23, pp. 464-470.
66. Lacey, R., Suh, J. and Morgan, R.M. (2007). Differential effects of preferential treatment levels on relational outcomes. Journal of Service Research, 9, pp. 241-256.
67. Lal, R. and Bell, D.E. (2003). The impact of frequent shopper programs in grocery retailing. Quantitative Marketing and Economics, 1, pp. 179-202.
68. Lara, R.P. and de Madariaga, J.G. (2007). The importance of rewards in the management of multisponsor loyalty programmes. Database Marketing and Customer Strategy Management, 15, pp. 37-48.
69. Leenheer, J. and Bijmolt, T.H.A. (2008). Which retailers adopt a loyalty program? An empirical study. Journal of Retailing and Consumer Services, 15, pp. 429-442.
70. Leenheer, J., van Heerde, H.J., Bijmolt, T.H.A. and Smidts, A. (2007). Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members. International Journal of Research in Marketing, 24, pp. 31-47.
71. Lehmann, D.R. (2004). Metrics for making marketing matter. Journal of Marketing, 68, pp. 73-75.
72. Lemon, K.N. and von Wangenheim, F. (2009). The reinforcing effects of loyalty program partnerships and core service usage: a longitudinal analysis. Journal of Service Research, 11, pp. 357-370.
73. Lewis, M. (2004). The influence of loyalty programs and short-term promotions on customer retention. Journal of Marketing Research, 41, pp. 281-292.
74. Liu, M.T. and Brock, J.L. (2010). Antecedents of redemption of reward points: credit card market in China and international comparison. Journal of International Consumer Marketing, 22, pp. 33-45.
75. Liu, Y. (2007). The long-term impact of loyalty programs on consumer purchase behavior and loyalty. Journal of Marketing, 71, pp. 19-35.
76. Liu, Y. and Yang, R. (2009). Competing loyalty programs: impact of market saturation, market share, and category expandability. Journal of Marketing, 73, pp. 93-108.
77. Magi, A.W. (2003). Share of wallet in retailing: the effects of customer satisfaction, loyalty cards and shopper characteristics. Journal of Retailing, 79, pp. 97-106.
78. Mauri, C. (2003). Card loyalty: a new emerging issue in grocery retailing. Journal of Retailing and Consumer Services, 10, pp. 13-25.
79. McCall, M. and Voorhees, C. (2010). The drivers of loyalty program success: an organizing framework and research agenda. Cornell Hospitality Quarterly, 51, pp. 35-52.
80. Melnyk, V. and Bijmolt, T.H.A. (2008). Effect of introducing and terminating a loyalty program: the role of monetary and non-monetary rewards. Working Paper. University of Waikato.
81. Menzel Baker, S., Gentry, J.W. and Rittenburg, T.L. (2005). Building understanding of the domain of consumer vulnerability. Journal of Macromarketing, 25, pp. 128-139.
82. Meyer-Waarden, L. (2007). The effects of loyalty programs on customer lifetime duration and share of wallet. Journal of Retailing, 83, pp. 223-236.
83. Meyer-Waarden, L. (2008). The influence of loyalty programme membership on customer purchase behaviour. European Journal of Marketing, 42, pp. 87-114.
84. Meyer-Waarden, L. and Benavent, C. (2006). The impact of loyalty programs on repeat purchase behavior. Journal of Marketing Management, 22, pp. 61-88.
85. Meyer-Waarden, L. and Benavent, C. (2009). Grocery retail loyalty program effects: self-selection or purchase behavior change? Journal of the Academy of Marketing Science, 37, pp. 345-358.
86. Mimouni-Chaabane, A. and Volle, P. (2010). Perceived benefits of loyalty programs: scale development and implications for relational strategies. Journal of Business Research, 63, pp. 32-37.
87. Nako, S.M. (1992). Frequent flyer programs and business travellers: an empirical investigation. Logistics and Transportation Review, 28, pp. 395-414.
88. Noble, S.M. and Phillips, J. (2004). Relationship hindrance: why would consumers not want a relationship with a retailer? Journal of Retailing, 80, pp. 289-303.
89. Noordhoff, C., Pauwels, P. and Odekerken-Schröder, G. (2004). The effect of customer card programs: a comparative study in Singapore and the Netherlands. International Journal of Service Industry Management, 15, pp. 351-364.
90. Nunes, J.C. and Drèze, X. (2006a). Your loyalty program is betraying you. Harvard Business Review, 84, pp. 124-131.
91. Nunes, J.C. and Drèze, X. (2006b). The endowed progress effect: how artificial advancement increases effort. Journal of Consumer Research, 32, pp. 504-512.
92. O'Brien, L. and Jones, C. (1995). Do rewards really create loyalty? Harvard Business Review, 73, pp. 75-82.
93. van Osselaer, S.M.J., Alba, J.W. and Manchanda, P. (2004). Irrelevant information and mediated intertemporal choice. Journal of Consumer Psychology, 14, pp. 257-270.
94. Palmatier, R.W., Gopalakrishna, S. and Houston, M.B. (2006). Returns on business-to-business relationship marketing investments: strategies for leveraging profits. Marketing Science, 25, pp. 477-493.
95. Palmatier, R.W., Jarvis, C.B., Bechkoff, J.R. and Kardes, F.R. (2009). The role of customer gratitude in relationship marketing. Journal of Marketing, 73, pp. 1-18.
96. Phillips Melancon, J., Noble, S.M. and Noble, C.H. (2010). Managing rewards to enhance relational worth. Journal of the Academy of Marketing Science, online 23 June, pp. 1-22.
97. Porter, M.E. (1980). Competitive Strategy. New York: Free Press.
98. Proussaloglou, K. and Koppelman, F.S. (1999). The choice of air carrier, flight, and fare class. Journal of Air Transport Management, 5, pp. 193-201.
99. Rese, M., Wilke, A. and Schimmelpfening, H. (2008). Customer loyalty through reward programs: the economic perspective. Working Paper. Ruhr-Universität Bochum, Germany.
100. Roehm, M.L. and Roehm, H.A. Jr (2010). The influence of redemption time frame on responses to incentives. Journal of the Academy of Marketing Science, online 16 June, pp. 1-13.
101. Roehm, M.L., Pullins, E.B. and Roehm, H.A. Jr (2002). Designing loyalty-building programs for packaged goods brands. Journal of Marketing Research, 39, pp. 202-213.
102. Rosenbaum, M.S., Ostrom, A.L. and Kuntze, R. (2005). Loyalty programs and a sense of community. Journal of Services Marketing, 19, pp. 222-233.
103. Rothschild, M.L. and Gaidis, W.C. (1981). Behavioral learning theory: its relevance to marketing and promotions. Journal of Marketing, 45, pp. 70-78.
104. Rowley, J. (2005). Building brand webs: customer relationship management through the Tesco Clubcard loyalty scheme. International Journal of Retail and Distribution Management, 33, pp. 194-206.
105. Rust, R.T. and Verhoef, P.C. (2005). Optimizing the marketing interventions mix in intermediate-term CRM. Marketing Science, 24, pp. 477-489.
106. Seiders, K., Voss, G.B., Grewal, D. and Godfrey, A.L. (2005). Do satisfied customers buy more? Examining moderating influences in a retailing context. Journal of Marketing, 69, pp. 26-43.
107. Sharp, B. (2010). How Brands Grow. What Marketers Don't Know. Oxford: Oxford University Press.
108. Sharp, B. and Sharp, A. (1997). Loyalty programs and their impact on repeat-purchase loyalty patterns. International Journal of Research in Marketing, 14, pp. 473-486.
109. Shugan, S.M. (2005). Loyalty programs? Are they shams? Marketing Science, 24, pp. 185-193.
110. Simonin, B.L. and Ruth, J.A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35, pp. 30-42.
111. Singh, S.S., Jain, D.C. and Krishnan, T.V. (2008). Customer loyalty programs: are they profitable? Management Science, 54, pp. 1205-1211.
112. Smith, A. and Sparks, L. (2009). Reward redemption behaviour in retail loyalty schemes. British Journal of Management, 20, pp. 204-218.
113. Smith, A., Sparks, L., Hart, S. and Tzokas, N. (2003). Retail loyalty schemes: results from a consumer diary study. Journal of Retailing and Consumer Services, 10, pp. 109-119.
114. Smith, A., Sparks, L., Hart, S. and Tzokas, N. (2004). Delivering customer loyalty schemes in retailing: exploring the employee dimension. International Journal of Retail and Distribution Management, 32, pp. 190-204.
115. Srinivasan, S. and Hanssens, D.M. (2009). Marketing and firm value: metrics, methods, findings, and future directions. Journal of Marketing Research, 46, pp. 293-312.
116. Srivastava, R.K., Shervani, T.A. and Fahey, L. (1998). Market-based assets and shareholder value: a framework for analysis. Journal of Marketing, 62, pp. 2-18.
117. Stauss, B., Schmidt, M. and Schoeler, A. (2005). Customer frustration in loyalty programs. International Journal of Service Industry Management, 16, pp. 229-252.
118. Steffes, M., Murthi, E., Rao, B.P.S. and Ram, C. (2008). Acquisition, affinity and rewards: do they stay or do they go? Journal of Financial Services Marketing, 13, pp. 221-233.
119. Steyn, P., Pitt, L., Strasheim, A., Boshoff, C. and Abratt, R. (2010). A cross-cultural study of the perceived benefits of a retailer loyalty scheme in Asia. Journal of Retailing and Consumer Services, 17, pp. 355-373.
120. Stone, M., Bearman, D., Butscher, S.A., Gilbert, D., Crick, P. and Moffett, T. (2004). The effect of retail customer loyalty schemes - detailed measurement or transforming marketing? Journal of Targeting, Measurement and Analysis for Marketing, 12, pp. 305-318.
121. Supermarket News (2010). Wal-mart scores highest in shopper loyalty study. Available from http://supermarketnews.com/news/walmart_loyalty_0329/?cid=upd
122. Taylor, G.A. and Neslin, S.A. (2003). The current and future sales impact of a retail frequency reward program. Journal of Retailing, 81, pp. 293-305.
123. Thaler, R. (1985). Mental accounting and consumer choice. Marketing Science, 4, pp. 199-214.
124. Treacy, M. and Wiersema, F. (1993). Customer intimacy and other value disciplines. Harvard Business Review, 71, pp. 84-93.
125. Turner, J.J. and Wilson, K. (2006). Grocery loyalty: Tesco Clubcard and its impact on loyalty. British Food Journal, 108, pp. 958-964.
126. Uncles, M.D., Dowling, G.R. and Hammond, K. (2003). Customer loyalty and customer loyalty programs. Journal of Consumer Marketing, 20, pp. 294-316.
127. Varadarajan, P.R. (1986). Horizontal cooperative sales promotion - a framework for classification and additional perspectives. Journal of Marketing, 50, pp. 61-73.
128. Verhoef, P.C. (2003). Understanding the effect of customer relationship management efforts on customer retention and customer share development. Journal of Marketing, 67, pp. 30-45.
129. Verhoef, P.C. and Hoekstra, J.C. (1999). Status of database marketing in the Dutch fast moving consumer goods industry. Journal of Market-Focused Management, 3, pp. 313-332.
130. Verhoef, P.C., van Doorn, J. and Dorotic, M. (2007). Customer value management: an overview and research agenda. Marketing - Journal of Research and Management, 2, pp. 51-68.
131. Vesel, P. and Zabkar, V. (2009). Managing customer loyalty through the mediating role of satisfaction in the DIY retail loyalty program. Journal of Retailing and Consumer Services, 16, pp. 396-406.
132. Villanueva, J., Bhardwaj, P., Balasubramanian, S. and Chen, Y. (2007). Customer relationship management in competitive environments: the positive implications of a short-term focus. Quantitative Marketing and Economics, 5, pp. 99-129.
133. Wagner, T., Hennig-Thurau, T. and Rudolph, T. (2009). Does customer demotion jeopardize loyalty? Journal of Marketing, 73, pp. 69-85.
134. von Wangenheim, F. and Bayón, T. (2007). Behavioral consequences of overbooking service capacity. Journal of Marketing, 71, pp. 36-47.
135. Wansink, B. (2003). Developing a cost-effective brand loyalty program. Journal of Advertising Research, 43, pp. 301-309.
136. Wansink, B. and Huckabee, M. (2005). De-marketing obesity. California Management Review, 47, pp. 6-18.
137. Wendlandt, M. and Schrader, U. (2007). Consumer reactance against loyalty programs. Journal of Consumer Marketing, 24, pp. 293-304.
138. Whyte, R. (2004). Frequent flyer programmes: is it a relationship, or do the schemes create spurious loyalty? Journal of Targeting, Measurement and Analysis in Marketing, 12, pp. 269-280.
139. Wirtz, J., Mattila, A.S. and Lwin, M.O. (2007). How effective are loyalty reward programs in driving share of wallet? Journal of Service Research, 9, pp. 327-334.
140. Wright, C. and Sparks, L. (1999). Loyalty saturation in retailing: exploring the end of retail loyalty cards? International Journal of Retail and Distribution Management, 27, pp. 429-440.
141. Yi, Y. and Jeon, H. (2003). Effects of LPs on value perception, program loyalty, and brand loyalty. Journal of the Academy of Marketing Science, 31, pp. 229-240.
142. Zeithaml, V.A., Rust, R.T. and Lemon, K.N. (2001). The customer pyramid: creating and serving profitable customers. California Management Review, 43, pp. 118-142.
143. Zhang, J. and Wedel, M. (2009). The effectiveness of customized promotions in online and offline stores. Journal of Marketing Research, 46, pp. 190-206.
144. Zhang, Z.J., Krishna, A. and Dhar, S.K. (2000). The optimal choice of promotional vehicles: front-loaded or rear-loaded incentives? Management Science, 64, pp. 348-362.
145. Ziliani, C. and Bellini, S. (2004). From loyalty cards to micro-marketing strategies: where is Europe's retail industry heading? Journal of Targeting, Measurement and Analysis for Marketing, 12, pp. 281-289.