Review of the theoretical underpinnings of loyalty programs

被引：179

作者：

Henderson, Conor M. ^{[1
]}

Beck, Joshua T. ^{[1
]}

Palmatier, Robert W. ^{[1
]}

机构：

[1] Univ Washington, Dept Business Adm, Foster Sch Business, Seattle, WA 98195 USA

来源：

JOURNAL OF CONSUMER PSYCHOLOGY | 2011年 / 21卷 / 03期

关键词：

Loyalty programs; Status; Habit; Relationship; Relationship marketing; COGNITIVE LOCK-IN; SOCIAL-STATUS; CUSTOMER RETENTION; CONSUMER RESPONSE; BRAND EVALUATION; MODERATING ROLE; TRADE-OFFS; BEHAVIOR; HABITS; PURCHASE;

D O I：

10.1016/j.jcps.2011.02.007

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

A review of the extant literature reveals that the theoretical underpinnings of the majority of loyalty program research rest on psychological mechanisms from three specific domains status, habit, and relational. We propose that to understand how loyalty programs actually work, a broader, more holistic research perspective is needed to account for the simultaneous effects across these three theoretical domains as well as both cross-customer and temporal effects. The contribution of this approach is a fresh research agenda advanced in 15 research propositions. (C) 2011 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved.

引用

页码：256 / 276

页数：21

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