Czynniki zachęcające i zniechęcające konsumentów do udziału w punktowych programach lojalnościowych

• Authors: Justyna Laskowska , Maciej Mitręga

Title variants

EN

Incentives and Disincentives for Consumers' Participation in the Loyalty Schemes

• Languages of publication: PL

Abstracts

EN

The purpose of this paper was to summarize the existing research regarding the factors affecting customers' participation in the loyalty schemes and the factors contributing to customer resignation from the loyalty schemes. It was found that the economic costs and benefits have a major impact on the customers' decision to participate in such programs. Furthermore, four customer frustration factors affecting customer resignation from the program were identified: qualification barrier, inaccessibility, worthlessness, and redemption costs.

Keywords

PL

Budowanie lojalności klienta; Marketing relacji; Programy lojalnościowe; Zachowania konsumenta

EN

Consumer behaviour; Cultivation customer loyalty; Loyalty programs; Relationship marketing

• Publisher: Uniwersytet Ekonomiczny w Katowicach
• Journal: Studia Ekonomiczne
• Year: 2014
• Volume: 182
• Pages: 89-98

Contributors

author

Justyna Laskowska

author

Maciej Mitręga

References

• Anosowicz K.: Benefity i emocje. "Marketing w Praktyce" 2012, nr 3.
• Bowman D., Narayandas D.: Managing Customer-Initiated Contacts with Manufacturers: The Impact on Share of Category Requirements and Word-of-Mouth Behavior. "Journal of Marketing Research" 2001, No. 38.
• Demoulin N., Zidda P.: Drivers of Customers' Adoption and Adoption Timing of a New Loyalty Card in the Grocery Retail Market. "Journal of Retailing" 2009, No. 3.
• Dowling G.R., Uncles M.: Do Customer Loyalty Programs Really Work? "Sloan Management Review" 1997, No. 38(4).
• Gómez G., Gutiérrez Arranz A., Gutiérrez Cillán J.: Drivers of Customer Likelihood to Join Grocery Retail Loyalty Programs. An Analysis of Reward Programs and Loyalty Cards. "Journal of Retailing and Consumer Services" 2012, No. 19.
• Hsee K., Yu F., Zhang J., Zhang Y.: Medium Maximization. "Journal of Consumer Research" 2003, No. 30.
• Kumar V., Shah D.: Building and Sustaining Profitable Customer Loyalty for the 21st Century. "Journal of Retailing" 2004, No. 80.
• Kwiatek P., Rudawska E.: Uczestnictwo klientów w konkurencyjnych programach lojalnościowych. "Marketing i Rynek" 2008, nr 7.
• Leenheer J., Heerde H.J. van, Bijmolt T.H.A, Smidts A.: Do Loyalty Programs Really Enhance Behavioral Loyalty? An Empirical Analysis Accounting for Self-Selecting Members. "International Journal of Research in Marketing" 2007, No. 24.
• Liu Y.: The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty. "American Marketing Association" 2007, No. 71.
• Markowski M.: "Inteligentna" karta na lojalność. "Marketing w Praktyce" 2001, nr 10.
• Maxham III J., Netemeyer R.: Firms Reap What They Sow: The Effects of Shared Values and Perceived Organizational Justice on Customers' Evaluations of Complaint Handling. "Journal of Marketing" 2003, No. 67, s. 46-62.
• Mimouni-Chaabane A., Volle P.: Perceived Benefits of Loyalty Programs: Scale Development and Implications for Relational Strategies. "Journal of Business Research" 2010, No. 1.
• Mitręga M.: Marketing mobilny w świetle postaw użytkowników telefonów komórkowych. "Handel Wewnętrzny" 2013, nr 3.
• Nunes J.C., Drèze X.: Your Loyalty Program is Betraying You. "Harvard Business Review" 2006, No. 84.
• O'Brien L., Jones C.: Do Rewards Really Create Loyalty. "Harvard Business Review" 1995, nr 3.
• Ostrowska I.: Zniechęcony klient w programie. "Marketing w Praktyce" 2006, nr 5.
• Palmatier R.W., Houston M.B., Dant R.P., Grewal D.: Relationship Velocity: Toward a Theory of Relationship Dynamics. "Journal of Marketing" 2013, No. 77.
• Rudawska E.: Wpływ programów punktowych na lojalność klientów. "Przegląd Organizacji" 2005, nr 12.
• Samaha S.A., Palmatier R.W., Dant R.P.: Poisoning Relationships: Perceived Unfairness in Channels of Distribution. "Journal of Marketing" 2011, nr 75.
• Sawicki J.: Uczciwość programów lojalnościowych z perspektywy konsumenta. "Marketing i Rynek" 2007, nr 3.
• Sroga G.: Modelowanie lojalności klienta. "Marketing w Praktyce" 2004, nr 3.
• Stauss B., Schmidt M., Schoeler A.: Customer Frustration in Loyalty Programs. "International Journal of Service Industry Management" 2005, No. 16.
• Turska R.: Lojalność - jak budują ją na świecie. "Marketing w Praktyce" 2012, nr 3.
• Woś A.: Programy lojalnościowe w aptekach. "Marketing i Rynek" 2008, Nr 12.
• Wulf K. de, Odekerken-Schröder G., Canničre M.H. de, Oppen C. van: What Drives Consumer Participation to Loyalty Programs? A Conjoint Analytical Approach. "Journal of Relationship Marketing" 2003, No. 2.
• Yi Y., Jeon H., Choi B.: Segregation vs Aggregation in the Loyalty Program: The Role of Perceived Uncertainty. "European Journal of Marketing" 2013, No. 8.

Identifiers

ISSN

2083-8611