Exclusiveness or recognition: which matters more in designing status-based loyalty program (LP)

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dc.contributor.advisor Sajtos, L en
dc.contributor.author Chen, Xinpeng en
dc.date.accessioned 2016-08-28T21:36:51Z en
dc.date.issued 2016 en
dc.identifier.uri http://hdl.handle.net/2292/30168 en
dc.description Full text is available to authenticated members of The University of Auckland only. en
dc.description.abstract Loyalty program is the most commonly used marketing tool to enhance consumers' consumption and maintain consumer loyalty (Palmatier, Gopalakrishna, & Houston, 2006). In last few decades, many companies implement hierarchical structure into their types of programs to create customer loyalty. In return, companies provide many special treatments to members for distinguishing them from other tiers. This research aims to explore the status implications of some features of a special event as part of an loyalty program’s reward system. In particular, it aims to test a special event’s ability to make their members feel exclusive, recognized and provides the opportunity to compare themselves with other members. This study argues that customers' perceived status in loyalty program, is influenced by customers' exclusiveness, recognition perceived from loyalty program. This research examines the underlying social comparison process involved when consumers evaluate their status within loyalty program membership across tiers during treatment related loyalty program benefits. The findings are supported consumers' willingness to compare themselves with others negatively moderates the relationship between the perceived recognition and exclusiveness and perceive status. The finding reveals that recognition has great impact on customers' perceived status in loyalty program. More specifically, it shows that perceived exclusiveness and recognition have a joint-moderated impact on status negatively. en
dc.publisher ResearchSpace@Auckland en
dc.relation.ispartof Masters Thesis - University of Auckland en
dc.relation.isreferencedby UoA99264870302202091 en
dc.rights Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. en
dc.rights Restricted Item. Available to authenticated members of The University of Auckland. en
dc.rights.uri https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm en
dc.rights.uri http://creativecommons.org/licenses/by-nc-sa/3.0/nz/ en
dc.title Exclusiveness or recognition: which matters more in designing status-based loyalty program (LP) en
dc.type Thesis en
thesis.degree.discipline Marketing en
thesis.degree.grantor The University of Auckland en
thesis.degree.level Masters en
dc.rights.holder Copyright: The author en
pubs.elements-id 540470 en
pubs.record-created-at-source-date 2016-08-29 en


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http://creativecommons.org/licenses/by-nc-sa/3.0/nz/ Except where otherwise noted, this item's license is described as http://creativecommons.org/licenses/by-nc-sa/3.0/nz/

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