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Communication dans un congrès Année : 2008

Negative Effects of Loyalty Programs :
An Empirical Investigation on the French Mobile Phone Sector

Résumé

Loyalty programs have been the object of a growing interest in the area of marketing. However, it is quite surprising that there is no generally accepted theoretical or empirical research that study how these programs could elicit negative effects on consumer behavior. Using a two-step method, qualitative and quantitative, conducted in the mobile phone sector in 2007, the research explores the potential negative effects of loyalty programs.
Results indicate that loyalty programs can generate negative emotions, resulting in extreme behaviors, such as shunning the operator a direct competitor. This demonstrated that loyalty programs could, in some cases, encourage behaviors opposed to the ones they actually should.
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Dates et versions

halshs-00337273, version 1 (06-11-2008)

Identifiants

  • HAL Id : halshs-00337273 , version 1

Citer

Virginie Pez. Negative Effects of Loyalty Programs :
An Empirical Investigation on the French Mobile Phone Sector. IAREP / SABE World Meeting 2008, Sep 2008, France. ⟨halshs-00337273⟩
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Dernière date de mise à jour le 18/05/2024
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