Loyalty Programs: Design and Effectiveness

Purpose – This article aims to test the relationship between expected attractiveness-satisfaction-loyalty for international adventure tourists visiting Tanzania. The proposed model is based on travel consumer behavior theoretical constructs extracted from the literature. Design/methodology/approach – This article aims to test the relationship between expected attractiveness-satisfaction-loyalty for international adventure tourists visiting Tanzania. The proposed model is based on travel consumer behavior theoretical constructs extracted from the literature. Findings – The findings for overall model differed from the moderating factors of high risk, low risk, first-time visit and repeat visit. Also, the results are interesting when satisfaction is tested as a mediator. Practical implications – Practitioners could consider the fact that repeat visits may change tourists’ perceptions toward destination and may even increase their inclination to take on risks. This may impact innovation of consumer products in tourism. Also, policy makers could benefit on how loyalty programs can be developed to increase performance. Originality/value – The study offers specific strategic recommendations toward different groups of tourists (i.e. first-time, repeat visitors, risk averse, risk seeking) and proposes logic for setting up a loyalty program as a long-term strategy for success.

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Illusionary Progress in Loyalty Programs: Magnitudes, Reward Distances, and Step-Size Ambiguity

Journal of Consumer Research ◽

10.1086/656392 ◽

2011 ◽

Vol 37 (5) ◽

pp. 888-901 ◽

Cited By ~ 53

Author(s):

Rajesh Bagchi ◽

Xingbo Li

Keyword(s):

Loyalty Programs ◽

Step Size

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Increasing customer loyalty to the firm

Strategic Direction ◽

10.1108/sd-09-2021-0098 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Keyword(s):

Case Studies ◽

Customer Loyalty ◽

Design Methodology ◽

Reading Time ◽

Effective Communication ◽

Cutting Edge ◽

Loyalty Programs ◽

Content Type ◽

Pertinent Information ◽

Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Businesses have scope to increase customer loyalty to the firm through the introduction of loyalty programs. Relevance of such programs to target consumers is critical and their overall impact can be enhanced through the use of effective communication. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

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Attracting new customers to loyalty programs: The effectiveness of monetary versus nonmonetary loyalty programs

Journal of Consumer Behaviour ◽

10.1002/cb.1663 ◽

2017 ◽

Vol 16 (6) ◽

pp. e113-e124 ◽

Cited By ~ 1

Author(s):

Ruta Ruzeviciute ◽

Bernadette Kamleitner

Keyword(s):

Loyalty Programs

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Antecedents of switching intention in the mobile telecommunications industry

Asia Pacific Journal of Marketing and Logistics ◽

10.1108/apjml-06-2017-0121 ◽

2018 ◽

Vol 30 (4) ◽

pp. 1087-1111 ◽

Cited By ~ 16

Author(s):

Farzana Quoquab ◽

Jihad Mohammad ◽

Norjaya Md Yasin ◽

Nor Liza Abdullah

Keyword(s):

Customer Satisfaction ◽

Structural Equation ◽

Telecommunications Industry ◽

Switching Cost ◽

Partial Least Square ◽

Least Square ◽

Mediating Effect ◽

Loyalty Programs ◽

Content Type

Purpose This study sheds some light on factors that affect customer switching intention in the Malaysian mobile phone service industry. More particularly, the purpose of this paper is to examine the effect of service quality (SQ), customer satisfaction, switching cost and consumer innovativeness (CI) on service switching intention (SWI); the mediating role of customer satisfaction; and the moderating role of service switching cost on the relationship between CI and SWI. Design/methodology/approach Data were collected using a self-administered questionnaire survey that yielded 535 responses. Using structural equation modelling approach, the partial least square software, version 3 was utilised to test the study hypotheses. Findings Results reveal that customer satisfaction, service switching cost and CI directly affect SWI. However, no significant relationship was found between SQ and SWI. Again, data supported the mediating effect of customer satisfaction as well as the moderating effect of service switching cost. Research limitations/implications It is expected that the findings from this study will enable policymakers, managers and marketers to formulate better strategies and effectively implement loyalty programs, preventing their customers from switching. Originality/value This study contributes to the existing literature by testing switching costs as the quasi moderator. Moreover, this is a pioneer study to consider CI as the antecedent of SWI.

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