Impact Of Loyalty Programs Research Articles

Unveiling the determinant factors of go club program loyalty in a super application

This research aimed to analyze the factors affecting super application brand loyalty with the emergence of digital loyalty programs in Indonesia. A strong super-application has gained popularity and sustained customer demand due to Indonesia's smartphone industry expansion. To achieve this objective, a quantitative-qualitative approach utilizing Structured Equation Modeling (SEM) and interviews was employed. Ten-fold indicators determined the sample size, while convenience sampling gathered 392 respondents. The software for data analysis is SmartPLS 4.1.0.0. The results indicate the acceptance of eight hypotheses and the rejection of the remaining two. Playfulness is positively affecting attitudes and loyalty program usage. Next, affective commitment positively affects attitude and loyalty program usage. Next, reward attractiveness positively affects attitude. Finally, the relationship between attitude, usage, satisfaction, and loyalty is significant. The determinant factors of brand loyalty were playfulness, reward attractiveness, and affective commitment. The theoretical contribution is that the impact of loyalty programs on brand loyalty reveals that factors like playfulness and affective commitment influence attitudes and usage, despite gamification's potential moderating effect. The practical implication is that Gojek should improve its loyalty program strategy by diversifying the range of rewards and integrating gamification, particularly in-app games, to maintain user engagement and brand loyalty.

Assessing the Influence of Sustainable Practices on Guest Satisfaction and Loyalty in the Hotel Industry: An Empirical Investigation

This study explores the complex realm of service marketing in the lodging sector, specifically examining the dynamic and competing environment of the hotel industry. This is a trending and novel concept that the hotel industry is adapting to attract more customers. Service marketing in this context refers to the deliberate promotion and administration of intangible donations, such as guest circumstances, customer interactions, and the level of services supplied by hotels. This study investigates the distinct obstacles and advantages that hotel enterprises encounter when promoting their services, considering the intangible and qualitative characteristics of their products. An in-depth analysis is conducted on the numerous factors that influence client decisions such as pricing, location, brand public image, and internet reviews. Moreover, the research explores the importance of customer happiness and loyalty in the hotel sector, along with the impact of loyalty programs on visitor decision-making. The discussion will focus on hotel marketing tactics, which will be informed by the examination of real-world data and economic trends. In conclusion, success in the hotel industry within the hospitality sector hinges on delivering exceptional experiences, building robust customer relationships, and adapting to changing market dynamics and consumer expectations. This study enlightens the readers and the industry people on how to attain desired objectives of welcoming utmost population

Is relationship marketing investments–customer gratitude–customer loyalty linkage influenced by contextual and individual moderators? An emerging economy perspective

PurposeThis paper aims to explore the moderating impact of four moderators, namely, retailer brand strength, customer’s perceived purchase regularity, gender and purchase channel (online and offline) on the relationship between relationship marketing investments (RMIs) and customer gratitude, and customer gratitude and customer loyalty. The context of research is the purchase of a high-involvement product by Indian customers.Design/methodology/approachThis study adapts Huang RMIs-Gratitude-Loyalty model and empirically validates the associated hypotheses using structural equation modeling. Data is collected through the survey method.FindingsThe study (N = 385) results suggest a significant impact of preferential treatment and interpersonal communication investments on customer’s feeling of gratitude toward the retailer and, consequently, on loyalty. Purchase channel, gender and, to a lesser extent, customer perceived regularity each moderates the relationships between marketing investment and gratitude, and that between gratitude and loyalty; surprisingly, retailer brand is not a significant moderator.Research limitations/implicationsFuture research can factor in the impact of loyalty program on the proposed relationships.Practical implicationsThis research offers helpful guidelines for retailers, especially for those who currently have a multichannel presence and invest or plan to invest in relationship marketing to obtain benefits from customer loyalty.Originality/valueThis investigation explores not only the relevance of RMIs–gratitude–loyalty model in the Indian retail context but also the influence of moderating variables on the retailers’ efforts of gaining consumer loyalty.

The impact of loyalty programs on consumer behavior: results of applied research

The impact of loyalty programs on consumer behavior: results of applied research

How do loyalty programs affect goodwill? An optimal control approach

This paper examines the long-term impact of loyalty programs on a company’s profit and reputation among customers, and with different durations of product use. We analyze how the launch of loyalty programs may change the profitability of optimal advertising activities. The basis of this study is a modified goodwill model where the market is segmented according to usage experience. The main novelty is the role of loyalty programs and consumer recommendations in the creation of product goodwill, and also their influence on optimal advertising. The dynamics of goodwill are described by a partial differential equation. The firm maximizes the sum of discounted profits by choosing a different advertising campaign for each market segment. For a high-quality product, we observe that there is a trade off between the loyalty program and optimal advertising strategies. For a low-quality product, the loyalty program causes more profitable companies to invest heavily in additional advertising efforts.

Food shoppers’ share of wallet: A small city case in a changing competitive environment

Australia's highly concentrated food retail environment is examined in the context of competitive entry in a small city. Based on a conceptual framework that draws on existing literature, food stores’ customers’ share of wallet (SOW) is measured in a survey (n = 379) which brackets the opening of a new supermarket. A number of variables are recorded in the survey that are not available from other data collection methods. The drivers of SOW are determined using a 2-limit Tobit model which incorporates the direct and interactive aspects of the pathways identified in the Conceptual Framework. At one of the stores (Woolworths), the influence of loyalty schemes is found to vary with customers’ perceptions of stores, with implications for enhanced customer targeting by food retail managers. The impact of loyalty programs is found to be mitigated by the entry of a competitor, particularly in the case of price-conscious customers. Senior citizens are found to allocate higher SOW to small rather than large stores, and there are small effects due to the sex of the customer. There are few indications of a bespoke small city model of the drivers of SOW, but a number of interactions are identified for future research.

DECISIONS OF CUSTOMERS LOYALTY PROGRAMS FORMATION

In order that company could be prosper, successful and competitive in the market it has to keep the customer loyal. Recently business companies have started to focus on the present customers more, seeking to keep them by using various loyalty programs. Well prepared and developed loyalty stimulation tools can be effective method to strengthen relations with customers, increase sales, identify the most popular and best saleable products, evaluate how to choose the best price decisions, form the production assortment and solve other urgent questions for business.The article deals with theoretical decisions related with factors influencing customers’ loyalty, types and formation principles of loyalty programs, the impact of loyalty programs on customers’ behaviour. Basing on this background, the case study of customers’ loyalty programs proposed by Lithuanian and United Kingdom large retail nets MAXIMA LT (Lithuania) and TESCO (United Kingdom) are presented in the article.