What Drives Consumer Participation to Loyalty Programs?: A Conjoint Analytical Approach

Journal of Relationship Marketing

Volumn 2, Issue 1-2, 2003, Pages 69-83

  Wulf, Kristof De ^a   Odekerken Schröder, Gaby ^b   Canniére, Marie Hélène de ^a   Van Oppen, Claudia ^b  

^a VLERICK BUSINESS SCHOOL   (Belgium)

^b MAASTRICHT UNIVERSITY   (Netherlands)

Author keywords

Conjoint analysis; Customer loyalty program; Equity theory; Relationship marketing

Indexed keywords

EID: 84952760652     PISSN: 15332667     EISSN: 15332675     Source Type: Journal    
DOI: 10.1300/J366v02n01_05     Document Type: Article

References (39)

1. Adams, J. S. (1965). Inequity in Social Exchange. Advances in Experimental Social Psychology, 2, 267-299.
2. Addelman, S. (1962). Orthogonal main-effect plans for asymmetrical factorial experiments. Technometrics, 4, 21-58.
3. Barlow, R. G. (1992). Relationship Marketing–The Ultimate in Customer Services. Retail Control, 60(3), 29-37.
4. Barlow, R. G. (1999, March). Keeping Loyalty Program Costs in Check. Target Marketing.
5. Barnes, J. G. (2001). Secrets of Customer Relationship Management: It’s All About How You Make Them Feel. New York: McGraw-Hill.
6. Berry, L. L. (1995). Relationship Marketing of Services–Growing Interest, Emerging Perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245.
7. Cigliano, J., Georgiadis, M., Pleasance, D., & S. Whalley (2000). The Price of Loyalty. Mckinsey Quarterly, 4, 68-77.
8. Conneran, E., & K. Lawlor (1997). Consumer Perceptions of the Superclub Loyalty Program and its Influence on the Store Choice Decision. Journal of Targeting, Measurement and Analysis for Marketing, 5(3), 210-220.
9. Dowling, G. R., & M. Uncles (1997). Do Customer Loyalty Programs Really Work? Sloan Management Review, 38(4), 71-82.
10. Ganesan, S. (1994). Determinants of Long-Term Orientation in Buyer-Seller Relationships. Journal of Marketing, 58(2), 1-19.
11. Garbarino, E., & M. S. Johnson (1999). The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships. Journal of Marketing, 63(April), 70-87.
12. Green, P. E. & V. Srinivasan (1978). Conjoint analysis in consumer research: Issues and outlooks. Journal of Consumer Research, 54, 3-19.
13. Green, P. E., Tull D. S., & G. Albaum (1988). Research for Marketing Decisions. Englewood Cliffs, Prentice Hall.
14. Gruen, T. (1995). The Outcome Set of Relationship Marketing in Consumer Markets. International Business Review, 4(4), 447-469.
15. Gwinner, K. P., Gremler D. D., & M. J. Bitner (1998). Relational Benefits in Services Industries: The Customer’s Perspective. Journal of the Academy of Marketing Science, 26(2), 101-114.
16. Harris, E. (2000). Recognize, Reward, Reap the Benefits. Sales and Marketing Management, 152(9), 109.
17. Howard-Brown, J. (1998). The Impact of Direct Mail on Consumer Loyalty. Journal of Targeting, Measurement and Analysis for Marketing, 6(3), 247-257.
18. Huppertz, J. W., Arenson S. J., & R. H. Evans (1978). An Application of Equity Theory to Buyer-Seller Exchange Situations. Journal of Marketing, 15(2), 250-260.
19. Keng, K. A., & A. S. C. Ehrenberger (1984). Patterns of Store Choice. Journal of Marketing Research, 21(4), 399-409.
20. Lewin, J. E. & W. J. Johnston (1997). Relationship Marketing Theory in Practice: A Case Study. Journal of Business Research, 39(1), 23-31.
21. Luxton, R. (1998). Understanding and Assessing the Loyalty Activities of Organisations. Journal of Targeting, Measurement and Analysis for Marketing, 6(4), 352-358.
22. McDonald, W. J. (1993). The Roles of Demographics, Purchase Histories, and Shopper Decision-Making Styles in Predicting Consumer Catalog Loyalty. Journal of Direct Marketing, 7(3), 55-65.
23. Mossel, R. & S. Wijnia (1999). Effectiviteit klantenkaarten loopt gevaar: Toegevoegde waarde klantprogramma’s onder druk. Tijdschrift voor Marketing, June, 10-14.
24. Nowak, G. J., & J. Phelps (1995). Direct Marketing and the Use of Individual-Level Consumer Information: Determining How and When “Privacy” Matters. Journal of Direct Marketing, 9(3), 46-60.
25. O’Brien, L., & C. Jones (1995). Do Rewards Really Create Loyalty? Harvard Business Review, (May-June), 75-82.
26. Oliver, R. L., & J. E. Swan (1989), Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Field Survey Approach. Journal of Marketing, 53(2), 21-35.
27. Peelen, E., Ekelmans C., & P. Vijn (1989). Direct Marketing for Establishing the Relationships between Buyers and Sellers. Journal of Direct Marketing, 3(1), 8-14.
28. Peltier, J. W., Schibrowsky J. A., & J. Davis (1998). Using Attitudinal Database Information to Understand Interactive Buyer-Seller Relationships. Journal of Interactive Marketing, 12(3), 32-44.
29. Peterson, R. A. (1995). Relationship Marketing and the Consumer. Journal of the Academy of Marketing Science, 23(4), 278-281.
30. Pressey, A. D. & B. P. Matthews (1997). Characteristics of Relationship Marketing and its Applicability to Consumer Transactions, Including Retailing. Proceedings of the 26th EMAC Conference. Warwick: European Marketing Academy, 1043-1057.
31. Schijns, J. M. C., & G. J. Schröder (1996). Segment Selection by Relationship Strength. Journal of Direct Marketing, 10(3) (Summer), 69-79.
32. Sharp, B. (1998). Comment on the Future of Loyalty Programs: Can Loyalty Programs Reduce Customer Vulnerability? Journal of Targeting, Measurement and Analysis for Marketing, 7(1), 22-24.
33. Sharp, B. & A. Sharp (1997). Loyalty Programs and their Impact on Repeat-Purchase Loyalty Patterns. International Journal of Research in Marketing, 14, 473-486.
34. Shaver, M. A. (2000). Loyalty Programs as a Motivating Force for Grocery Stores. Southwestern Marketing Association’s Conference. San Antonio, Texas, March 15-18.
35. Sheth, J., & A. Parvatiyar (1995). Relationship Marketing in Consumer Markets: Antecedents and Consequences. Journal of the Academy of Marketing Science, 23(4), 255-271.
36. Soman, D. (1998). The Illusion of Delayed Incentives: Evaluating Future Effort-Money Transactions. Journal of Marketing Research, (November), 427-437.
37. Spinello, R. A. (1998). Privacy Rights in the Information Economy. Business Ethics Quarterly, 8(4), 723-742.
38. Uncles, M. (1994). Do You or Your Customers Need a Loyalty Program? Journal of Targeting Measurement and Analysis for Marketing, 2(4), 335-350.
39. Wang, P., & L. A. Petrison (1993). Direct Marketing Activities and Personal Privacy. A Consumer Survey. Journal of Direct Marketing, 7(1) (Winter), 7-19.