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

Parallel practices of visual domination and subversion

Veronika Kadomskaia, Monash University, Australia
Jan Brace-Govan, Monash University, Australia
Angela Gracia B. Cruz, Monash University, Australia

Read More

Featured

N10. How Does It Make You Feel? Emotional Reasoning and Consumer Decisions

Andrea Rochelle Bennett, University of North Texas
Blair Kidwell, University of North Texas
Jonathan Hasford, University of Central Florida, USA
David Hardesty, University of Kentucky, USA
Molly Burchett, University of Kentucky, USA

Read More

Featured

Cultivating Collaboration and Value Cocreation in Consumption Journeys

Melissa Archpru Akaka, University of Denver
Hope Schau, University of Arizona, 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.