Article2007

How Effective Are Loyalty Reward Programs in Driving Share of Wallet?

Jochen Wirtz · Anna S. Mattila · May O. Lwin

198 citations0/0 files storedJournal of Service Research

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Customer Service Quality and Loyalty Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

This study, set in a credit card context, examines the impact of loyalty programs on share of wallet and explores the moderating role of attitudinal loyalty on this relationship. The authors are particularly interested in two characteristics of reward programs: their perceived attractiveness and perceived switching costs between loyalty programs. Their findings suggest that perceived switching costs are highly effective in driving share of wallet at low rather than high levels of attitudinal loyalty, and only when combined with an attractive reward program. The attractiveness of a reward program, on the other hand, has a positive impact on share of wallet regardless of the level of psychological attachment to the company. These findings are particularly important for service providers in markets characterized by undifferentiated product offerings and low perceived switching costs between service providers.

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References

2025Advances in Consumer Research 1999Whence Consumer Loyalty?1994Customer Loyalty: Toward an Integrated Conceptual Framework 2002Why business models matter.1995Why Satisfied Customers Defect 2004The One Number You Need to Grow 2003Consumer Switching Costs: A Typology, Antecedents, and Consequences 2004Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration From a Business-to-Business Service Context

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2011Determinants of customer loyalty and purchasing behavior for full-service and limited-service hotels 2014Customer–company identification and the effectiveness of loyalty programs 2018Building loyalty through reward programs: The influence of perceptions of fairness and brand attachment 2019The role of loyalty programs in boosting hotel guest loyalty: Impact of switching barriers 2014The financial impact of loyalty programs in the hotel industry: A social exchange theory perspective 2013

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