The effect of a multi-vendor loyalty programme - From a customer loyalty perspective

Beltman, E.K. (2015) The effect of a multi-vendor loyalty programme - From a customer loyalty perspective.

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Abstract:The establishment of multi-vendor loyalty programmes is on the rise, however academic literature on the effects of this type of loyalty programme on customer behaviour is still in its infancy. This explorative research aims to fill this gap, by answering the question: What is the effect of a multi-vendor loyalty programme on customer loyalty? The results show no statistical significant differences in customer loyalty between members of a single-vendor loyalty programme and a multi-vendor loyalty programme, meaning that in this research situation no effects of a multi-vendor loyalty programme on customer loyalty can be noted. With this main finding, this research made one of the first contributions on the effects of multi-vendor loyalty programme on customer loyalty. Beside this theoretical relevance, this research provides practitioners in the field with the advice that the incorporation of partners into the loyalty programme does not lead to higher levels of customer loyalty, compared to a single-vendor loyalty programme. However, when it is decided to establish a multi-vendor loyalty programme, practitioners should pay attention to its partnership portfolio, satisfaction of members with the purchase process of the reward at the partners and communication aspects of the loyalty programme.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/67203
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