A Cut From Above: The Impact of Loyalty Program Status on Member’s Behavior

Authors

Fredelita Espiritu-de Mesa, Ramon V. Del Rosario - College of Business, De La Salle University, Manila, PhilippinesFollow

JEL Classification System

M310, M100, M140, M130, M370

Abstract

This study identified the differences on the behavior between elite and non-elite members of a loyalty program. Behaviors measured were personal referrals, personal information sharing, openness to store promotions, increasing purchases, and marketing research support. Results showed the significant differences on behavior such as personal referrals and increasing purchases. The store benefits personal referrals from the non-elite members while increasing purchases from elite members.

Recommended Citation

Espiritu-de Mesa, Fredelita (2013) "A Cut From Above: The Impact of Loyalty Program Status on Member’s Behavior," DLSU Business & Economics Review: Vol. 23: No. 1, Article 3.
DOI: https://doi.org/10.59588/2243-786X.1313
Available at: https://animorepository.dlsu.edu.ph/ber/vol23/iss1/3