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

Consumers’ Implicit Mindsets and Responses to Cause-related Marketing Campaigns

Meng-Hua Hsieh, Kent State University, USA
Ozge Yucel-Aybat, Pennsylvania State University Harrisburg

Read More

Featured

Handshaking Promotes Deal-Making By Signaling Cooperative Intent

Juliana Schroeder, University of California Berkeley, USA
Jane Risen, University of Chicago, USA
Francesca Gino, Harvard Business School, USA
Michael Norton, Harvard Business School, USA

Read More

Featured

B7. Conceptualizing Brand Arrogance and Its Impact on Consumer Trust

Sampoorna Nandi, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA

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.