Redesigning loyalty marketing for a better world: the impact of green loyalty programs on perceived value

IF 3.9 3区管理学 Q2 BUSINESS

Journal of Service Theory and Practice Pub Date : 2023-05-22 DOI:10.1108/jstp-07-2022-0145

Michaël Flacandji, Juliette Passebois Ducros, Marco Ieva

引用次数: 0

Abstract

PurposeGiven the controversial nature of the effectiveness of loyalty programs (LPs), this paper examines the effect of a new type of LP, namely green LPs, on consumers' perceived value of LPs. Specifically, the authors identify three types of green LP design and test their impact on perceived value.Design/methodology/approachAn experimental protocol involving 1,016 shoppers was adopted in order to analyze the three types of green LPs identified in the literature.FindingsSupported by social exchange theory (SET), the results show that a green LP can influence the perceived value of LPs. Such programs can drive psychological value in addition to the economic value linked only to monetary incentives. LPs rewarding sustainable behavior appear to be the most significant generators of value.Originality/valueSince corporate social responsibility (CSR) is now critical to a company's success, this study investigates how firms can integrate it in order to improve the effectiveness of their LP design.

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为更美好的世界重新设计忠诚度营销：绿色忠诚度计划对感知价值的影响

鉴于忠诚度计划（LP）的有效性具有争议性，本文研究了一种新型的LP，即绿色LP，对消费者感知的LP价值的影响。具体而言，作者确定了三种类型的绿色LP设计，并测试了它们对感知价值的影响。设计/方法/方法采用了一项涉及1016名购物者的实验方案，以分析文献中确定的三种类型的绿色LP。结果表明，在社会交换理论（SET）的支持下，绿色LP可以影响LP的感知价值。除了与货币激励相关的经济价值外，这些项目还可以推动心理价值。奖励可持续行为的LP似乎是最重要的价值产生者。独创性/价值由于企业社会责任（CSR）现在对公司的成功至关重要，本研究调查了企业如何将其整合，以提高LP设计的有效性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Service Theory and Practice Multiple-

CiteScore

8.00

自引率

15.20%

发文量

期刊介绍： Formerly known as Managing Service Quality – Impact Factor: 1.286 (2015) – the Journal of Service Theory and Practice (JSTP) aims to publish research in the field of service management that not only makes a theoretical contribution to the service literature, but also scrutinizes and helps improve industry practices by offering specific recommendations and action plans to practitioners. Recognizing the importance of the service sector across the globe, the journal encourages submissions from and/or studying issues from around the world. JSTP gives prominence to research based on real world data, be it quantitative or qualitative. The journal also encourages the submission of strong conceptual and theoretical papers that make a substantive contribution to the scholarly literature in service management. JSTP publishes double-blind peer reviewed papers and encourages submissions from both academics and practitioners. The changing social structures and values, as well as new developments in economic, political, and technological fields are creating sea-changes in the philosophy, strategic aims, operational practices, and structures of many organizations. These changes are particularly relevant to the service sector, as public demand for high standards increases, and organizations fight for both market share and public credibility. The journal specifically addresses solutions to these challenges from a global, multi-cultural, and multi-disciplinary perspective.