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Are reward cards just a business deal? The role of calculative versus emotional card commitment in driving store loyalty

Journal of Retailing and Consumer Services, ISSN: 0969-6989, Vol: 31, Page: 355-360
2016
  • 21
    Citations
  • 0
    Usage
  • 80
    Captures
  • 0
    Mentions
  • 0
    Social Media
Metric Options:   Counts1 Year3 Year

Metrics Details

  • Citations
    21
    • Citation Indexes
      21
  • Captures
    80

Article Description

Recent research has challenged the wide-spread use of reward cards in the retail/service sector by arguing that in many cases, they offer rewards that fail to add value and increase loyalty to the store ( Leenheer et al., 2007; Meyer-Waarden, 2015 ). Consequently, researchers have examined a variety of loyalty programs in order to determine which specific designs have a greater impact on the program's performance ( Bruegelmans et al., 2015; Meyer-Waarden, 2015 ). The underlying assumption of this view is that consumers will favour those programs which offer the “best deal”, potentially excluding the role of consumers’ affects in forming loyalty. In contrast to this view, this research draws on attachment theory to develop and test a more integrative model which concurrently assesses how consumers’ emotional, normative and calculative commitment to the card impacts store loyalty. We demonstrate that it is not calculative but emotional commitment that drives store loyalty in the long term. We conclude by discussing the theoretical and managerial implications of our findings, which collectively call managers to rethink current CRM practices that emphasizes rewards as a driver of customer loyalty.

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