One of the pressing issues in marketing is to resolve the debate over the effectiveness of customer loyalty programs. This study adds to the discussion by examining the relative importance of loyalty programs, demographic and consumer behaviour characteristics, on share of wallet over time. Based on demographically representative data from 643 Australian households, the study investigates the usage patterns of three subscription based loyalty programs. The results show that ownership of the loyalty card is not a consistent predictor of SOW over time. This suggests that some of the more established customer loyalty programs may be negatively influenced by the introduction of competitor loyalty cards and consumer perceptions towards the attractiveness of the reward structure.
|Number of pages||5|
|Journal||Proceedings of the thirty-seventh annual meeting of the Western Decision Sciences Institute|
|Publication status||Published - 2008|
|Event||Western Decision Sciences Institute Annual Meeting (37th : 2008) - San Diego, CA|
Duration: 18 Mar 2008 → 22 Mar 2008