Mobile Multi-Brand Loyalty Programs: Elaborating Customer Value and Satisfaction

Abstract

This study, based on value theory, aims to shed light on our understanding of changing consumer perspectives on loyalty programs (LPs) within the digitally transformed retail environment by assessing the significance of value perceptions (i.e., monetary, hedonic, symbolic, knowledge) provided by LP benefits on member satisfaction. The value theory was expanded with the addition of personalization and information disclosure comfort constructs in accordance with the literature on mobile application adoption. The results of an online survey study on two leading coalition LPs in Turkey indicate that the monetary, hedonic, and symbolic values established by LP benefits are positively related to satisfaction. Furthermore, personalization was found to be a major factor that indirectly influences satisfaction through different perceptions of value. Privacy concerns, on the other hand, were found to have a significant but weak influence on satisfaction. Finally, the well-established effect of satisfaction on attitudinal loyalty was also confirmed.