Impact of Reward Programs on Customer Loyalty

Rewards programs are in great use in many countries in the west and have also been introduced in the sector, in the recent years, in India. But doubts exist on their very efficacy; whether they actually impact the buying behavior of members even when they involve huge investments. This is primarily due to the mixed effects observed in repeated studies. Recent researches, however, seem to indicate that while the effects do exist, they are selective, and occur only in certain pockets. But impact of such programs needs to be studied only along with certain other antecedents.


alok saklani (2009) ,"Impact of Reward Programs on Customer Loyalty", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 314-320.


alok saklani, apeejay school of management, india


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

Share Proceeding

Featured papers

See More


How Do Consumers React to Anthropomorphized Brand Alliance? Applying Interpersonal Expectations to Business-to-Business Relationships

DONGJIN HE, Hong Kong Polytechic University
Fangyuan Chen, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More


L13. The Recipient Effect on Consumers’ Preference for Products Displayed in Different Horizontal Locations

Sheng Bi, Washington State University, USA
Nik Nikolov, Washington State University, USA
Julio Sevilla, University of Georgia, USA

Read More


The "Healthy=Lighter" Heuristic

Nico Heuvinck, IESEG School of Management
Yi Li, Macquarie University
Mario Pandelaere, Virginia Tech, 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.