Improving management of multi-sponsor loyalty programmes based on the rewards preferred by consumers

Author: Lara Pedro Reinares   Ponzoa José Manuel  

Publisher: Westburn Publishers Ltd

ISSN: 1475-3928

Source: Journal of Customer Behaviour, Vol.7, Iss.2, 2008-06, pp. : 121-134

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Abstract

This paper seeks to define specific methods for improving the management of loyalty programmes based on one of their main structural elements: the rewards. Knowledge of the importance of incentives to the viability of a loyalty programme has not previously been accompanied by an adequate understanding of the basic elements of their management. Research has notably overlooked the significant growth of multi-sponsor programmes. The authors propose a classification of the rewards offered by multi-sponsor loyalty programmes which is based on customer preferences. The results of this study make progress possible in aspects of programme operations such as choosing the most suitable rewards to offer and their influence on programme satisfaction.