Actively influencing consumer loyalty

Abstract

Previous attempts to enhance consumer loyalty have failed, including point reward schemes such as frequent fliers. In response to the poor performance of existing loyalty programs, this study explores an alternative way of actively influencing consumer loyalty and subsequent purchase behavior. A field experiment was conducted on 240 customers of a theater subscription, using a Solomon Four Group design to evaluate the impact of an intervention on loyalty and subsequent purchase behavior. The intervention increased levels of perceived approachability and responsiveness to customer voice. Initial results indicated that greater perceived approachability and responsiveness led to greater loyalty toward the theater, and greater purchase behavior.

Citation

Divett, M., Crittenden, N. and Henderson, R. (2003), "Actively influencing consumer loyalty", Journal of Consumer Marketing, Vol. 20 No. 2, pp. 109-126. https://doi.org/10.1108/07363760310464587