Customer Resistance to Joining Loyalty Programs: an Exploratory Approach

This research explores consumer resistance to joining loyalty programs offered by large companies, even when the loyalty cards are provided for free to consumers. The results of a qualitative study, conducted with 15 informants, suggest some explanations for such refusal. The informants’ representations of loyalty schemes conflict with other orders of worth, such as their conceptualizations of domestic or civil worlds, and also encompass vicarious resistance against marketing practices in general. Findings also account for various behaviours other than plain rejection of loyalty cards and provide evidence of the significance of four individual characteristics in this resistance phenomenon.



Citation:

Dominique Roux and Mariem El Euch Maalej (2011) ,"Customer Resistance to Joining Loyalty Programs: an Exploratory Approach", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 534-535.

Authors

Dominique Roux, Université of Paris Sud 11, France
Mariem El Euch Maalej, IRG-Université Paris-Est, France



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

O8. Valuation and Allocation of Bought Time

Eisa Sahabeh Tabrizi, University of Southeast Norway
Marit Engeset, University of Southeast Norway
Luk Warlop, Norwegian School of Management, Norway

Read More

Featured

When Less is More - How Making Products More Personal Can Decrease Purchase Intention

Michael Schulz, University of Cologne

Read More

Featured

Material Gifts as Relationship Mnemonics: Why More Material Gifts Are Given Than Wanted?

Adelle Xue Yang, National University of Singapore, Singapore
Minjung Koo, Sungkyunkwan University
JAEWON HWANG, Sejong University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.