Jump to ContentJump to Main Navigation

Foundations of Management

The Journal of Warsaw University of Technology

2 Issues per year

Open Access

Open Access

Loyalty Programs Effectiveness

Katarzyna Szczepańska1 / Patryk Gawron1

Faculty of Management, Warsaw University of Technology, Warsaw, Poland1

This content is open access.

Citation Information: Foundations of Management. Volume 3, Issue 2, Pages 89–102, ISSN (Print) 2080-7279, DOI: 10.2478/v10238-012-0044-5, March 2012

Publication History

Published Online:
2012-03-20

Loyalty Programs Effectiveness

An increasing number of loyalty programs is one of the most common phenomena observed in the practice of marketing companies on the market today. Objectives and tasks of loyalty programs determine the type of use of marketing instruments affecting the attitudes and behaviours of customers, which is aimed at the program. The diversity of factors influencing the effectiveness of loyalty programs should set the scope and object of empirical research. As the results of studies to evaluate the effectiveness of loyalty programs mainly on the B2C market is diverse in terms of the criteria. This article presents the essence of loyalty programs and the factors influencing their effectiveness.

Keywords: loyalty program; customer loyalty; factors for the effectiveness of loyalty program

  • Allaway A. W., Gooner R. M., Berkowitz D., Davis L. - Deriving and Exploring Behaviour Segments Within a Retail Loyalty Card Program. European Journal of Marketing, Vol. 40, No. 11-12, 2006. [CrossRef]

  • Blattberg R. C., Gett G., Thomas J. S. - Klient jako kapitał. MT Biznes, Warszawa 2004.

  • Bloemer J., de Ruyter K. - On the Relationship of Store Image, Store Satisfactions and Store Loyalty [in] European Journal of Marketing, Vol 32, No 5/6, 1998. [CrossRef]

  • Bolton R. N., Kannan P. K., Bramlett M. D. Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value [in] Journal of the Academy of Marketing Science, Vol. 28, No.1, 2000. [CrossRef]

  • Dębski M. - Kreowanie silnej marki. WN PWE, Warszawa 2009.

  • Dobiegała-Korona B. - Wartość dla klientów generatorem wartości przedsiębiorstwa [in] Współczesne źródła wartości przedsiębiorstwa (ed. Dobiegała-Korona B., Herman A.), Difin, Warszawa 2006.

  • Dowling G., Uncles M. - Do Customer Loyalty Programs Really Work? [in] Sloan Management Review, Vol. 38, No. 4, 1997.

  • Falkowski A., Tyszka T. - Psychologia zachowań konsumenckich. GWP, Gdańsk 2009.

  • Ferguson R., Hlavinka K. - Quo Vadis: Sizing Up the U. S. Loyalty Marketing Industry. Colloquy, April 2007.

  • Garbarski L., Rutkowski I., Wrzosek W. - Marketing. Punkt zwrotny nowoczesnej firmy, WN PWE, Warszawa 2001.

  • Kivetz R. - Promotion Reactance: The Role of Effort-Reward Congruit [in] Journal of Consumer Research, Vol. 31, No. 4, 2005. [CrossRef]

  • Kołczyński J. - Zarządzanie relacjami z klientami na przykładzie banku [in] Wycena i zarządzanie wartością firmy (ed. Szablewski A., Tuzimek R.), Poltext, Warszawa 2005.

  • Kopalle P. K., Neslin S. A., The Economic Viability of Frequent Reward Programs in a Strategic Competitive Environment [in] Review of Marketing Science, No. 1, 2003.

  • Kumar V., Shah D. - Building and Sustaining Profitable Customer Loyality for the 21st Century [in] Journal of Retailing, No. 80 (4), 2004.

  • Kwiatek P. - Programy lojalnościowe. Wolters Kluwer, Kraków 2007.

  • Kwiatek P., Waśkowski Z. - Marketing relacji [in] Kompendium wiedzy o marketingu (ed. Mruk H., Pilarczyk B.), Warszawa 2006.

  • Lal R., Bell D. E. - The Impact of Frequent Shopper Programs in Grocery Retailing [in] Quantitative Marketing and Economics, Vol. 1, No. 2, 2003.

  • Leenheer J., Bijmolt T. H. A. - Which Retailers Adopt a Loyalty Program? An Empirical Study [in] Journal of Retailing and Consumer Services, Vol. 15, No. 6, 2008.

  • Lemon K. N., Barnett-White T., Winer R. S. - Dynamic Customer Relationship Management: Incorporating Future Considerations into the Service Retention Decision [in] Journal of Marketing, Vol. 66, No. 1, 2002. [CrossRef]

  • Lewis M. - The Influence of Loyalty Programs and Short-Term Promotions on Customer Retention [in] Journal of Marketing Research, No. 41, 2004. [CrossRef]

  • Liu Y. - The Long-Term Impact of Loyalty Programs on Consumer Purchase Behaviour and Loyalty [in] Journal of Marketing, Vol. 71, No. 4, 2007. [CrossRef]

  • Liu Y., Yang R. - Competing Loyalty Programs: Impact of Market Saturation, Market Share and Category Expandability [in] Journal of Marketing, Vol. 73, No. 1, 2009. [CrossRef] [Web of Science]

  • Mägi A. W. - Share of Wallet in Retailing: The Effects of Customer Satisfaction, Loyalty Cards and Shopper Characteristics [in] Journal of Retailing, Vol. 79, No. 2, 2003. [CrossRef]

  • Meyer-Waarden L., Benavent C. - The Impact of Loyalty Programmes on Repeat Purchase Behaviour [in] Journal of Marketing Management, No. 22, 2006.

  • Rudawska E. - Lojalność klientów. PWE, Warszawa 2005.

  • Sheth J. N., Parvatiyar A. - Relationship Marketing in Consumer Markets: Antecedents and Consequences [in] Journal of the Academy of Marketing Science, No. 23, 1995. [CrossRef]

  • Simonson I. - Earning the Right to Indulge: Effort as a Determinant of Customer Preferences Toward Frequency Program Rewards [in] Journal of Marketing Research, No. 39, 2002.

  • Sirdeshmukh D, Singh J., Sabol B. - Consumer, Trust, Value, and Loyalty in Relational Exchanges [in] Journal of Marketing, Vol. 66, No. 1, 2002. [CrossRef]

  • Taylor G. A., Neslin S. A. - The Current and Future Sales Impact of a Retail Frequency Rewards Program [in] Journal of Retailing, Vol. 84, No. 4, 2005. [CrossRef]

  • Urban W., Siemieniako D. - Lojalność klientów. Modele, motywacja i pomiar. Wydawnictwo Naukowe PWN, Warszawa 2008.

  • Verhoef P. C. - Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development [in] Journal of Marketing, Vol. 67, No. 4, 2003. [CrossRef]

  • Woodruff R. B. - Customer Value: The Next Source for Competitive Advantage [in] Journal of the Academy of Marketing Science, No. 25, 1997. [CrossRef]

  • http://iclployalty.com/homePage?q=customerloyalty

  • Yi Y., Jeon H. - Effects of Loyalty Programs on Value Perception, Program Loyalty, and Brand Loyalty [in] Journal of the Academy of Marketing Science, Vol. 31, No. 3, 2003. [CrossRef]

Comments (0)

Please log in or register to comment.