کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
7424927 1482830 2018 15 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Are loyalty program members really engaged? Measuring customer engagement with loyalty programs
ترجمه فارسی عنوان
آیا اعضای برنامه وفاداری واقعا درگیر هستند؟ سنجش مشارکت مشتری با برنامه وفاداری
کلمات کلیدی
برنامه های وفاداری، نامزدی، توسعه مقیاس، مقیاس سلسله مراتبی،
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی
In a quest to engage customers in long-lasting relationships, many firms rely on loyalty programs (LPs). They do fairly well in acquiring new members of LPs, but firms often fail to engage them in the long term. This article seeks to understand what engagement in LPs is, how to measure it, and how it relates to company engagement. With four studies, the authors conceptualize LP engagement as six behavioral manifestations: proactively using cards, redeeming points, adapting purchase behavior, being receptive to information, sharing information, and searching for information. The 20-item scale proposed to measure these behaviors provides a viable, novel tool for determining customers' LP engagement. Whereas previous research on LPs mainly considers card usage or point redemption behaviors as proxies for customers' LP engagement, the current research shows that these behaviors are insufficient indicators of the actual level of engagement in LPs.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 91, October 2018, Pages 144-158
نویسندگان
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