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Are loyalty program members really engaged? Measuring customer engagement with loyalty programs

机译：忠诚度计划成员真的参与其中吗？通过忠诚度计划衡量客户参与度

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摘要

In a quest to engage customers in long-lasting relationships, many firms rely on loyalty programs (LPs). They do fairly well in acquiring new members of LPs, but firms often fail to engage them in the long term. This article seeks to understand what engagement in LPs is, how to measure it, and how it relates to company engagement. With four studies, the authors conceptualize LP engagement as six behavioral manifestations: proactively using cards, redeeming points, adapting purchase behavior, being receptive to information, sharing information, and searching for information. The 20-item scale proposed to measure these behaviors provides a viable, novel tool for determining customers' LP engagement. Whereas previous research on LPs mainly considers card usage or point redemption behaviors as proxies for customers' LP engagement, the current research shows that these behaviors are insufficient indicators of the actual level of engagement in LPs.
机译：为了吸引客户建立长期合作关系，许多公司都依赖忠诚度计划（LP）。他们在收购有限合伙人的新成员方面做得相当好，但是从长远来看，公司常常无法吸引他们。本文旨在了解LP中的参与度，如何衡量及其与公司参与度之间的关系。通过四项研究，作者将LP参与概念化为六种行为表现形式：主动使用卡片，兑换积分，调整购买行为，接受信息，共享信息和搜索信息。建议使用20个项目的量表来衡量这些行为，这为确定客户的LP参与度提供了一种可行的新颖工具。尽管先前对LP的研究主要将卡的使用或积分兑换行为视为客户LP参与的代理，但目前的研究表明，这些行为不足以表明LP的实际参与水平。

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  • 来源
    《Journal of Business Research》 |2018年第10期|144-158|共15页
  • 作者

    Virginie Bruneau; Valérie Swaen; Pietro Zidda;

  • 作者单位

    Université catholique de Louvain, LouRIM, Center for Consumers and Marketing Strategy (CCMS), Université Libre de Bruxelles (ULB), Solvay Brussels School of Economics and Management (SBS-EM);

    Université catholique de Louvain, LouRIM, Center for Consumers and Marketing Strategy (CCMS);

    University of Namur, Namur Digital Institute (NADI-CeRCLe), Center for Consumers and Marketing Strategy (CCMS);

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    Loyalty programs; Engagement; Scale development; Hierarchical scaling;

    机译：忠诚度计划;参与度;规模发展;分级扩展;

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