Consumer reactance against loyalty programs

Download statistics - Document (COUNTER):

Wendlandt, M.; Schrader, U.: Consumer reactance against loyalty programs. In: Journal of Consumer Marketing 24 (2007), Nr. 5, S. 293-304. DOI: https://doi.org/10.1108/07363760710773111

Repository version

To cite the version in the repository, please use this identifier: https://doi.org/10.15488/2720

Selected time period:

year: 
month: 

Sum total of downloads: 1,195




Thumbnail
Abstract: 
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 with PLS. Findings - As expected, contractual bonds provoked reactance effects, while social-psychological bonds neither increased reactance, nor the perceived utility of the program. Economic bonds raised perceived utility up to a certain threshold level, from which the reactance effect dominated thereafter. Practical implications - As a consequence, a cautious and limited application of customer loyalty programs is advisable. The developed consumer reactance scale can help managers to evaluate the effects of planned or implemented customer retention measures. Originality/value - This is the first attempt to investigate situational reactance in a loyalty program setting. © Emerald Group Publishing Limited.
License of this version: Es gilt deutsches Urheberrecht. Das Dokument darf zum eigenen Gebrauch kostenfrei genutzt, aber nicht im Internet bereitgestellt oder an Außenstehende weitergegeben werden. Dieser Beitrag ist aufgrund einer (DFG-geförderten) Allianz- bzw. Nationallizenz frei zugänglich.
Document Type: Article
Publishing status: publishedVersion
Issue Date: 2007
Appears in Collections:Wirtschaftswissenschaftliche Fakultät

distribution of downloads over the selected time period:

downloads by country:

pos. country downloads
total perc.
1 image of flag of Germany Germany 272 22.76%
2 image of flag of United States United States 252 21.09%
3 image of flag of United Kingdom United Kingdom 103 8.62%
4 image of flag of India India 61 5.10%
5 image of flag of Netherlands Netherlands 40 3.35%
6 image of flag of South Africa South Africa 36 3.01%
7 image of flag of China China 32 2.68%
8 image of flag of Australia Australia 30 2.51%
9 image of flag of France France 25 2.09%
10 image of flag of Austria Austria 24 2.01%
    other countries 320 26.78%

Further download figures and rankings:


Hinweis

Zur Erhebung der Downloadstatistiken kommen entsprechend dem „COUNTER Code of Practice for e-Resources“ international anerkannte Regeln und Normen zur Anwendung. COUNTER ist eine internationale Non-Profit-Organisation, in der Bibliotheksverbände, Datenbankanbieter und Verlage gemeinsam an Standards zur Erhebung, Speicherung und Verarbeitung von Nutzungsdaten elektronischer Ressourcen arbeiten, welche so Objektivität und Vergleichbarkeit gewährleisten sollen. Es werden hierbei ausschließlich Zugriffe auf die entsprechenden Volltexte ausgewertet, keine Aufrufe der Website an sich.

Search the repository


Browse