Loyalty programs,loyalty engagement and customer engagement with the company brand: Consumer-centric behavioral psychology insights from three industries |
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| Institution: | 1. School of Economics and Management, Southwest Jiaotong University, Chengdu 610031, China;2. School of Business Administration, Chongqing Technology and Business University, Chongqing 400067, China;3. School of Business Administration, Zhejiang University of Finance & Economics, Hangzhou 310018, China;4. Centre for Supply Chain Research, University of Liverpool Management School, Chatham Building, Liverpool L69 7ZH, United Kingdom;1. Medill School, Northwestern University, 1845 Sheridan Road, Evanston, IL 60208-2101, USA.;2. Institute of Marketing, University of Münster, Am Stadtgraben 13-15, 48143 Münster, Germany;3. Marketing Research at the Department of Marketing, University of Groningen, the Netherlands;4. Marketing at the Institute of Marketing, University of Münster, Am Stadtgraben 13-15, 48143 Münster, Germany;5. Marketing at the University of Zaragoza, Spain |
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| Abstract: | Firms make large investments in loyalty programs (LPs) to build customer relationships with customer loyalty as one of their primary goals. Despite the popularity of LPs, their effectiveness is questioned and the subject of academic debates in relation to outcomes such as profitability. Moreover, extant research has not investigated if customers engage with LPs through LP perceived value and how LP engagement improves LP loyalty, brand loyalty, and customer engagement (CE) with the company brand. This study examines, from a consumer-centric behavioral perspective, LP engagement (LPE) behavior, and how LPE behavior impacts brand and LP loyalty, as well as CE. We introduce LPE behavior, a relatively new concept, in the form of a multi-dimensional set of hierarchically-ordered dimensions. We show a differentiated view of the relationship between the antecedents of brand loyalty as well as LP loyalty and CE. External, convergent and discriminant validity are confirmed by testing our model with a representative sample (n = 593) of the U.S. LP population with participants being members of either a grocery retail chain, department store chain, or airline frequent flyer LP. We show that perceived LP value engages customers with LPs. Subsequently, LPE behavior improves LP loyalty and brand loyalty as well as CE with the company brand. |
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| Keywords: | Loyalty program Customer engagement Perceived value Brand loyalty Loyalty program engagement behavior Loyalty program loyalty |
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