Séminaires de recherche

Understanding the Effectiveness of Loyalty Programs


Intervenant : Lena Steinhoff
Docteur , University of Paderborn, Germany

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


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 - “Consumption Regret Regulation”


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”


Intervenant : Fred Feinberg
Professeur , Université du Michigan

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

Marketing research Camp - “Effects of Customer-Centric Structures on Firm Performance”


Intervenant : Robert Palmatier
Professeur , Université de Washington

30 août 2013 - S 227 - De 16h50 à 17h50

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


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

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