Publication type
Journal Article
Author
Publication date
June 1, 2023
Summary:
The present research postulates customers do not necessarily use loyalty cards to gain their rewards. Applying a logit regression on a sample of 1,500 households from the Understanding Society Innovation Panel, this investigation shows that insecure customers about their bank account cash flows are more likely to own a loyalty card. Checking their cash flows frequently acts as a framing effect; thus, Prospect theory will be explored here if it is relevant in the loyalty card context. Drawing from thirteen different loyalty cards and firms, this work verifies the aforementioned insight and whether loyalty card ownership is gender-sensitive.
Published in
Journal of Marketing Theory and Practice
Volume and page numbers
Volume: 31 , p.18 -38
DOI
https://doi.org/10.1080/10696679.2021.1988646
ISSN
10696679
Subjects
#546988