Effects of Loyalty Programs on Value Perception, Program Loyalty, and Brand Loyalty

• Published in: Journal of the Academy of Marketing Science Vol. 31; no. 3; pp. 229 - 240
• Main Authors: Yi, Youjae, Jeon, Hoseong
• Format: Journal Article
• Language: English
• Published: New York Springer Nature B.V 01.06.2003
• Subjects: Behavior; Brand loyalty; Competition; Consumer attitudes; Customers; Frequent flier programs; Incentives; Loyalty programs; Marketing; Perceptions; Product differentiation; Purchase intention; Rewards; Service introduction; Studies; Value analysis

The authors investigate how reward schemes of a loyalty program influence perceived value of the program and how value perception of the loyalty program affects customer loyalty. The results show that involvement moderates the effects of loyalty programs on customer loyalty. In high-involvement situ...