Quand les programmes de fidélité génèrent de l’insatisfaction client : identification des générateurs par la Méthode des Incidents Critiques dans un contexte français

Loyalty programs are supposed to have a positive effect on customer satisfaction. However, in certain cases, customers might live negative experiences with such programs, which could in turn lead to customer dissatisfaction. We believe that this point needs to be further instructed, because, by contamination, the dissatisfaction associated to the loyalty program could elicit negative effects over consumer behavior. Using the Critical Incident Technique (Flanagan, 1954), we identify six categories of critical incidents that could be triggered by loyalty programs and generate customer dissatisfaction.