Research Seminars

Understanding the Effectiveness of Loyalty Programs


Speaker: Lena Steinhoff
Doctor , University of Paderborn, Germany

12 December 2013 - Room T022, HEC Paris Campus - From 10:30 am to 12:00 pm


Loyalty programs are popular and ubiquitous marketing instruments, yet many of them perform poorly. To both marketing managers and researchers, reasons for loyalty program failure remain unclear. In response, three studies—two experimental and one field—seek to demonstrate that greater understanding of loyalty program effectiveness demands a broader framework for analyzing loyalty program performance, along three key perspectives. A customer portfolio perspective indicates loyalty programs’ opposing effects on target versus bystander customers; a reward element perspective delineates the varying efficacy of their different reward benefits; and a reward delivery perspective highlights how reward delivery either emphasizes or diminishes programs’ effects. Customer gratitude, status, and unfairness represent positive and negative forces, mediating loyalty programs’ impact on performance outcomes. These findings provide evidence for why and when loyalty programs fail. Overall, this article conceptually and empirically establishes a comprehensive analysis framework to help marketing managers and researchers evaluate loyalty program effectiveness.

Marketing Research Camp - “Jointly Modeling the Frequency and Amount of Charitable Contributions”


Speaker: Fred Feinberg
Professor , University of Michigan

30 August 2013 - S 227 - From 3:30 pm to 4:30 pm

Marketing research Camp - “Effects of Customer-Centric Structures on Firm Performance”


Speaker: Robert Palmatier
Professor , University of Washington

30 August 2013 - S 227 - From 4:50 pm to 5:50 pm

Marketing research Camp - “Latent Topic Modeling of Consumer Reviews: Linking Text Evaluations to Customer Satisfaction and Brands”


Speaker: Greg Allenby
Professor of Marketing and Statistics , Ohio State

30 August 2013 - S 227 - From 9:30 am to 10:30 am

Marketing Research Camp - “The Context-Dependent Nature of Brand-Relationship Judgments: Insights from Consumer Neuroscience”


Speaker: Carolyn Yoon
Associate Professor , University of Michigan

30 August 2013 - S 227 - From 10:30 am to 11:30 am