Témoigner de la reconnaissance à ses clients suppose une identification individuelle et un accompagnement personnalisé. La personnalisation de l’offre (personnalisation dite « utilitaire ») apparaît alors fondamentale, comme la personnalisation du contenu social de l’interaction...

This article examines the impact of the perceived justice of loyalty programs on the ‘satisfaction with the program – relationship satisfaction' link. First, elements of loyalty programs that are assessed by customers in terms of perceived justice are identified thanks to a qualitative...

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,...

Effects of loyalty programs and their perceived benefits for consumers have been the object of a growing interest in the area of marketing. However, existing literature do not really mention that some consumers could show reactance against loyalty programs. Thanks to a qualitative study, this...

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 over consumer behavior. Using a two-step method,...

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...

Few studies have been conducted on special treatment, and they have always considered it as a rewarding tool aimed at maintaining loyalty. However, special treatment is more and more widely used by firms during their first interaction with customers, as a recruiting tool. Relying on the concepts...

A transdisciplinary literature review enabled us to identify a new construct in the marketing research field, i.e. Customer-Company Identification. It is defined as the process whereby customer’s beliefs about a company become self-defining and whereby he defines himself by the same attributes...

The short-term effect of store-level promotions (weekly flyers, radio and outdoor advertising) on grocery store choice is investigated. We estimate household-level multinomial logit (MNL) models of store choice on panel data, using promotional variables, loyalty, and moderating variables. The...