Perceived Benefits of Loyalty Programs: Scale Development and Implications for Relational Strategies

Aîda Mimouni-Chaabane (1) , Pierre Volle (2)

1 THEMA - Théorie économique, modélisation et applications
2 DRM - Dauphine Recherches en Management

Positive outcomes of loyalty programs are clear for firms, yet little research examines customer perceptions. To address this gap, this article investigates various perceived benefits of loyalty programs using a multi-benefit framework based on utilitarian, hedonic, and relationship literature. Two quantitative studies, involving 658 French members of loyalty programs, provide a 16-item scale that measures five types of perceived benefits: monetary savings, exploration, entertainment, recognition, and social benefits. The five dimensions have different impacts on satisfaction with the program, loyalty to the program, and perceived relationship investment of the firm. This article offers a discussion of the theoretical and managerial implications of these findings for relationship marketing strategies.

Mots clés: loyalty programs; perceived benefits; scale development

Mots clés: programmes de fidélité; bénéfices perçus; développement d'échelle de mesure

Domaines: Gestion et management

Aîda Mimouni-Chaabane, Pierre Volle. Perceived Benefits of Loyalty Programs: Scale Development and Implications for Relational Strategies. Journal of Business Research, 2010, 63 (1), pp.32-37. ⟨halshs-00638594⟩