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Open Versus Selective Customer Loyalty Programmes by Carol L. Esmark; Stephanie M. Noble; John E. Bell is a Business, Management and Accounting article available to read on EtoBox.

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Purpose This paper aims to examine the impact of an open loyalty programme (anyone can join) versus a selective programme (requirements must be met) to show what types of loyalty programmes are most effective. In-group identification, gratitude, stage of relationship and visibility are additionally examined. Design/methodology/approach Two studies use experimental methodology to initially test the relationships. A third study uses survey and panel data. Findings Open programmes lead to more in-group identification, while selective programmes lead to higher levels of gratitude, especially in mature stages. Visible programmes lead to more in-group identification. Industry differences are presented. Research limitations/implications The first two studies use a student sample (although Study 3 uses penal data). The research is limited to the variables examined. The findings add to theory by showing differences between open and selective loyalty programmes. Practical implications The findings show how different retailer offerings change the value and experience to the customer leading to loyalty intentions. Loyalty programme designers can tailor their programme structure to fit their cu

Who reads Open Versus Selective Customer Loyalty Programmes?

Author

Carol L. Esmark; Stephanie M. Noble; John E. Bell

Published

2016

Language

EN

Field

Business, Management and Accounting (Social Sciences)