Designing for loyalty programme effectiveness in the financial services industry

dc.contributor.authorFourie, Sonja
dc.contributor.authorGoldman, Michael Maurice
dc.contributor.authorMcCall, Michael
dc.date.accessioned2023-05-24T08:55:05Z
dc.date.available2023-05-24T08:55:05Z
dc.date.issued2023-09
dc.description.abstractThis study extends and tests a model determining how customer perceived benefits affect perceived relationship investment and brand relationship quality as mediators to behavioural and attitudinal loyalty with type and timing of rewards as moderators. A quantitative methodology and survey approach was applied using randomly selected stratified sampling resulting in 277 financial services loyalty programme member respondents. The hypotheses were tested using structural equation modelling. The results highlight social and exploration benefits to be much stronger determinants of customer loyalty than monetary and entertainment benefits, with recognition having no effect and timing of rewards moderating the influence of monetary and exploratory benefits. The type of reward moderated the influence of entertainment and exploratory rewards. The study’s theoretical contribution provides for an empirically validated comprehensive conceptual model of loyalty programme effectiveness for the financial services industry and very important loyalty programme design findings for practitioners.en_US
dc.description.departmentGordon Institute of Business Science (GIBS)en_US
dc.description.librarianhj2023en_US
dc.description.urihttps://link.springer.com/journal/41264en_US
dc.identifier.citationFourie, S., Goldman, M. & McCall, M. Designing for loyalty programme effectiveness in the financial services industry. Journal of Financial Services Marketing 28, 502–525 (2023). https://doi.org/10.1057/s41264-022-00158-9.en_US
dc.identifier.issn1363-0539 (print)
dc.identifier.issn1479-1846 (online)
dc.identifier.other10.1057/s41264-022-00158-9
dc.identifier.urihttp://hdl.handle.net/2263/90791
dc.language.isoenen_US
dc.publisherSpringeren_US
dc.rights© 2022, The Author(s), under exclusive licence to Springer Nature Limited. The original publication is available at : https://link.springer.com/journal/41264.en_US
dc.subjectFinancial servicesen_US
dc.subjectLoyalty programme effectivenessen_US
dc.subjectReward designen_US
dc.subjectCustomer loyaltyen_US
dc.subjectCustomer relationshipsen_US
dc.titleDesigning for loyalty programme effectiveness in the financial services industryen_US
dc.typePostprint Articleen_US

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