The Antecedents and Consequences of Customers’Participation in Coalition Loyalty Programs－Using “Happy Go Joint Bonus Points Program” as an Example
Date Issued
2006
Date
2006
Author(s)
Chen, Chia-Wen
DOI
en-US
Abstract
Loyalty programs’ popularity seems to be on the wane in recent years. Newly-emerged coalition loyalty programs become loyalty trend of the 21st century. Coalition loyalty programs mean three or more firms band together to share branding, operational, marketing costs and data ownership of a common loyalty program. Compared with traditional loyalty program, coalition loyalty programs let consumers accumulate points more quickly and they don’t need to bring many cards when go shopping. Firms in coalition loyalty programs will benefit from the chances of cross-selling. Our study intends to explore the antecedents and consequences of customers’ participation in coalition loyalty programs. We incorporate three components of customer commitment (normative commitment, continuance commitment, affective commitment) and cross-buying into our model and link them with three behavioral loyalty measures: repurchase intention (relationship length), increased usage (relationship depth), and cross-buying intention (relationship breadth). Structural equation modeling is used to test the model based on the data of 326 members in “Happy Go Joint Bonus Points Program.” The result doesn’t show links between three components of commitment and repurchase intention but indicates that satisfaction to the coalition loyalty program leads to repurchase intention. Satisfaction comes from the value perceived from the program, which includes cash value, redemption choices, aspirational value, relevance, and convenience. Affective commitment positively influences usage level but negatively affects cross-buying intention. Cross-buying drivers (“the extent or varieties of the stores in the coalition loyalty program”, “the extent of image conflicts”, “payment equity”, “complementarity” and “customization”) positively influence cross-buying intention. Finally, positive interactions exist between repurchase intention, increased usage, and cross-buying intention.
Subjects
忠誠度方案
聯合忠誠度方案
顧客承諾
交叉購買
關係行銷
線性結構關係模式
loyalty program
coalition loyalty program
customer commitment
cross-buying
relationship marketing
Structural Equation Modeling
Type
thesis
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