Actions Speak Louder than Words: Understanding the Meaning of Loyalty Program Building Blocks

• Autorzy: Piotr Kwiatek , Zoe Morgan , Radoslav Baltezarevic
• Języki publikacji: EN

Abstrakty

EN

Although the concept of a loyalty program has been widely adopted in business practice and researched by academics for decades, its efficacy is still disputable. Some researchers argue that studies on loyalty programs do not account for cross-customer effects and the simultaneous interplay of multiple psychological mechanisms with program delivery. Thus, the main aim of the study is to examine the meaning of marketing actions which form a "loyalty program" in an intercultural context. The authors argue that customers' understanding of the meaning of marketing actions plays a crucial role in the effective planning of marketing activities. The study draws from Wittgenstein's linguistic theory and investigates which marketing actions customers perceive as building their loyalty towards a company. The data was collected from over 300 customers in Poland, Serbia and Kuwait and analysed in a conjoint design. The study finds that intercultural differences do bring varying understanding of the same marketing activities which needs to be taken into account both in future studies and in business practice. This study provides guidelines for adaptation of marketing loyalty programs to specifics of culture which may go beyond country borders. (original abstract)

Słowa kluczowe

EN

Loyalty programs; International marketing; Cultural differences

PL

Programy lojalnościowe; Marketing międzynarodowy; Różnice kulturowe

• Czasopismo: Economics & Sociology
• Rocznik: 2018
• Tom: 11
• Numer: nr 2
• Strony: 305--319

Twórcy

autor

Piotr Kwiatek

• American University of the Middle East

autor

Zoe Morgan

• American University of the Middle East, Egaila, Kuwait

autor

Radoslav Baltezarevic

• University College of Bahrain, Saar, Bahrain

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Identyfikatory

DOI

10.14254/2071-789X.2018/11-2/21