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- Title
Comprendre les Comportements de rejet de Certains Consommateurs faCe aux programmes de fidélité.
- Authors
PEZ, VIRGINIE
- Abstract
effects of loyalty programs and their perceived benefits for consumers have been the object of a growing interest in the area of marketing. However, there is no generally accepted theoretical or empirical research that studies resistance behaviors that some consumers express against loyalty programs. Building on the concepts of equity, psychological reactance, and learning, a qualitative study (N=25) identifies 3 types of rejection against loyalty programs and their antecedents.
- Subjects
CUSTOMER loyalty programs; LEARNING; QUALITATIVE research; EMPIRICAL research; MARKETING; CONSUMPTION (Economics)
- Publication
Décisions Marketing, 2012, Issue 68, p37
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.068.37.46