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• W4246971965 abstract "Despite the prevalent use of loyalty programs, there is limited evidence on the long-term effects of such programs, and their effectiveness is not well established. The current research examines the long-term impact of a loyalty program on consumers' usage levels and their exclusive loyalty to the firm. Using longitudinal data from a convenience store franchise, the study shows that consumers who were heavy buyers at the beginning of a loyalty program were most likely to claim their qualified rewards, but the program did not prompt them to change their purchase behavior. In contrast, consumers whose initial patronage levels were low or moderate gradually purchased more and became more loyal to the firm. For light buyers, the loyalty program broadened their relationship with the firm into other business areas. The findings suggest a need to consider consumer idiosyncrasies when studying loyalty programs and illustrate consumers' cocreation of value in the marketing process." @default.
• W4246971965 created "2022-05-12" @default.
• W4246971965 creator A5036025148 @default.
• W4246971965 date "2007-10-01" @default.
• W4246971965 modified "2023-10-18" @default.
• W4246971965 title "The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty" @default.
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• W4246971965 doi "https://doi.org/10.1509/jmkg.71.4.019" @default.
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