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Virginie Bruneau, Louvain School of Management Print
Friday, 02 February 2018, 14:00 - 15:15

Recruitment Seminar - Marketing Management

Virginie Bruneau, Louvain School of Management

Are Loyalty Programs Shams? A study Assessing how Loyalty Programs Can Enhance Loyalty to the Company rather than to the Program (joint with Yuping Liu-Thompkins)

Abstract: Loyalty programs are considered as shams in the sense that they produce liabilities rather than assets.  They can foster customers’ short-term loyalty to the program instead of developing long-term company loyalty.  This research proposes that some behavioural patterns, based on LP members’ speed of earning loyalty points and redemption rate, will have an impact on the gap between program loyalty and company loyalty.  While a high speed of earning or a high redemption rate will reduce this gap, a high speed of earning combined with a high redemption rate will increase this gap.  This research adds to a richer understanding of the effects of customers’ behaviours on program loyalty and company loyalty.

Location: R42.2.107
Contact: Nancy De Munck - This e-mail address is being protected from spam bots, you need JavaScript enabled to view it