Séminaires de recherche

Understanding the Effectiveness of Loyalty Programs

Marketing

Intervenant : Lena Steinhoff
Docteur , University of Paderborn, Germany

12 décembre 2013 - Salle T022, Campus HEC Paris - De 10h30 à 12h00

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Loyalty programs are popular and ubiquitous marketing instruments, yet many of them perform poorly. To both marketing managers and researchers, reasons for loyalty program failure remain unclear. In response, three studies—two experimental and one field—seek to demonstrate that greater understanding of loyalty program effectiveness demands a broader framework for analyzing loyalty program performance, along three key perspectives. A customer portfolio perspective indicates loyalty programs’ opposing effects on target versus bystander customers; a reward element perspective delineates the varying efficacy of their different reward benefits; and a reward delivery perspective highlights how reward delivery either emphasizes or diminishes programs’ effects. Customer gratitude, status, and unfairness represent positive and negative forces, mediating loyalty programs’ impact on performance outcomes. These findings provide evidence for why and when loyalty programs fail. Overall, this article conceptually and empirically establishes a comprehensive analysis framework to help marketing managers and researchers evaluate loyalty program effectiveness.

Marketing research Camp - “Latent Topic Modeling of Consumer Reviews: Linking Text Evaluations to Customer Satisfaction and Brands”

Marketing

Intervenant : Greg Allenby
Professeur de Marketing et Statistiques , Ohio State

30 août 2013 - S 227 - De 09h30 à 10h30


Marketing Research Camp - “The Context-Dependent Nature of Brand-Relationship Judgments: Insights from Consumer Neuroscience”

Marketing

Intervenant : Carolyn Yoon
Professeur Associé , Université du Michigan

30 août 2013 - S 227 - De 10h30 à 11h30


Marketing Research Camp - “Consumption Regret Regulation”

Marketing

Intervenant : Manoj Thomas
Professeur Associé , Université de Cornell

30 août 2013 - S 227 - De 12h00 à 13h00


Marketing Research Camp - “Jointly Modeling the Frequency and Amount of Charitable Contributions”

Marketing

Intervenant : Fred Feinberg
Professeur , Université du Michigan

30 août 2013 - S 227 - De 15h30 à 16h30



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