A systematic literature review and bibliometric analysis based on member subscription services in retailing

Abstract

As consumers’ willingness to experience member subscription services has been increasing, merchants are launching membership programs to boost retention and draw in new consumers. Customer Relationship Management (CRM) could be aided by member subscription services, which also have the potential to expand revenue streams through a paid membership system. In this study, we use VOSviewer and four-question framework to review the research on member subscription services in retailing. A bibliometric analysis of 131 articles is conducted to characterize the research hotspots and distribution of journals. This study categorizes member subscription services into five types according to the membership benefits. Demographics, social awareness, cost consciousness and perceptual features are four aspects of target consumers. Further, we find that willingness to join member, when using membership benefits, satisfaction with retailers and loyalty are four membership journey stages that affect consumer decision. We also explore the research on optimal strategy for service providers in three scenarios: operating as a new entrant, changing operational strategy and optimizing existing business strategy. This study offers management implications for practitioners and strategy makers to develop membership systems.