Do Loyalty Program Membership and Status Levels affect Service Customers' Choices?

Mathies, C; Gudergan, S

Do Loyalty Program Membership and Status Levels affect Service Customers' Choices?

Mathies, C Gudergan, S

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Publisher:: Otago University
Publication Type:: Conference Proceeding
Citation:: Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance, 2007, pp. 2573 - 2579
Issue Date:: 2007-01

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Full metadata record

Field	Value	Language
dc.contributor.author	Mathies, C	en_US
dc.contributor.author	Gudergan, S	en_US
dc.contributor.editor	Thyne, M	en_US
dc.contributor.editor	Deans, K	en_US
dc.contributor.editor	Gnoth, J	en_US
dc.date	2007-12-03	en_US
dc.date.issued	2007-01	en_US
dc.identifier.citation	Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance, 2007, pp. 2573 - 2579	en_US
dc.identifier.uri	http://hdl.handle.net/10453/2180
dc.description.abstract	This paper examines the effects of loyalty program membership as such, and impending upgrade or downgrade to a different status level, on customer brand preferences for flights and hotels. The results show that members have a significantly higher brand preference for their respective airline or hotel group than non-members, and those close to a change in status level have an even stronger brand preference compared to those who are not, which is also reflected in their willingness to pay. The empirical findings illustrates the ability of frequent traveller programs to affect purchase choices if the customer fears that earned status benefits are about to be lost.	en_US
dc.publisher	Otago University	en_US
dc.relation.ispartof	Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance	en_US
dc.relation.ispartof	Australian and New Zealand Marketing Academy Conference	en_US
dc.title	Do Loyalty Program Membership and Status Levels affect Service Customers' Choices?	en_US
dc.type	Conference Proceeding
utslib.location	Otago, New Zealand	en_US
utslib.location.activity	Otago, New Zealand	en_US
utslib.for	150504 Marketing Measurement	en_US
utslib.for	1503 Business and Management	en_US
utslib.for	150503 Marketing Management (incl. Strategy and Customer Relations)	en_US
dc.location.activity	Otago, New Zealand	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
utslib.copyright.status	open_access
pubs.consider-herdc	true	en_US
pubs.place-of-publication	Otago, New Zealand	en_US
pubs.start-date	2007-12-03	en_US

Abstract:

This paper examines the effects of loyalty program membership as such, and impending upgrade or downgrade to a different status level, on customer brand preferences for flights and hotels. The results show that members have a significantly higher brand preference for their respective airline or hotel group than non-members, and those close to a change in status level have an even stronger brand preference compared to those who are not, which is also reflected in their willingness to pay. The empirical findings illustrates the ability of frequent traveller programs to affect purchase choices if the customer fears that earned status benefits are about to be lost.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/2180