Philippine E-Journals

A Cut From Above: The Impact of Loyalty Program Status on Member’s Behavior

Fredelita Espiritu De Mesa

Discipline: Psychology, Sociology

 

Abstract:

 

This study identified the differences on the behavior between elite and non-elite members of a loyalty program. Behaviors measured were personal referrals, personal information sharing, openness to store promotions, increasing purchases, and marketing research support. Results showed the significant differences on behavior such as personal referrals and increasing purchases. The store benefits personal referrals from the non-elite members while increasing purchases from elite members.