Consumer reactance against loyalty programs
Consumer reactance against loyalty programs
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DOI：
10.1108/07363760710773111
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发表时间：
2007-08
影响因子：
2.8
通讯作者：
Mark Wendlandt;Ulf Schrader
中科院分区：
文献类型：
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作者：
Mark Wendlandt;Ulf Schrader
目的-虽然关系营销已经发展成为流行的营销模式，但它经常遇到来自需求方的阻力。管理实践者和学者都表明，至少有一些消费者对忠诚度计划表现出反感，即对关系营销的战术工具。然而，关系营销普遍忽视了电抗理论。本文试图缩小这一差距。设计/方法/途径-基于忠诚度计划和电抗理论的基本原则，本文提出了一套假设的决定因素和影响的情景消费者对忠诚度计划的电抗。它测试这些假设的基础上，388面对面的采访与书店的客户。这些访谈包括对经济、社会心理和契约结合潜力的电抗效应的主体间操纵。为了检验所提出的假设，本文采用结构方程模型与...
Purpose – Although relationship marketing has developed into the prevailing marketing paradigm, it frequently encounters resistance from the demand side. Both management practitioners and academics indicate that at least some consumers show reactance against loyalty programs, i.e. against tactical instruments of relationship marketing. Nevertheless, relationship marketing has widely neglected reactance theory. This paper attempts to close this gap.Design/methodology/approach – Based on the fundamental principles of loyalty programs and reactance theory the paper presents a set of hypotheses on the determinants and effects of situational consumer reactance against loyalty programs. It tests these hypotheses on the basis of 388 face‐to‐face interviews with bookstore customers. These interviews include a between‐subject manipulation on the reactance effect of economic, social‐psychological, and contractual bonding potentials. To test the proposed hypotheses, the paper applies structural equation modeling wit...