Consumer Motivations for Pursuing Loyalty Program Rewards: A Cross-Cultural Perspective (abstract)

Haksin Chan, Xin Yang, Yang Irina Yu, Henry Fock

    Research output: Chapter in book/report/conference proceedingConference contributionpeer-review


    Best Paper in International and Intercultural Marketing Track

    Aided by the exponential rate of globalization and digitalization, loyalty programs haveattained global reach. Paradoxically, however, dropout rates of loyalty programs haveaveraged over 75%. This disconcerting statistic, coupled with the lack of culture-specific insights in the literature, suggests a research topic of high theoretical and practical importance. This paper addresses two persisting knowledge gaps in the loyalty program literature. First, we depart from prior research, which has focused on non-members’ decision to join a loyalty program, by highlighting members’ motivation for reward pursuit. Second, we enrich a field that is inherently global in nature by exploring the impacts of culture on loyalty program effectiveness. Toward these ends, we develop a series of propositions that elucidate how Western, individualist versus Eastern, collectivist consumers respond to major loyalty program features. These propositions advance theoretical understanding of reward-induced behaviour and inform global managers of loyalty programs.
    Original languageEnglish
    Title of host publicationMarketing in a Post-Disciplinary Era
    Subtitle of host publicationANZMAC 2016 Proceedings
    EditorsDavid Fortin, Lucie K. Ozann
    PublisherUniversity of Canterbury
    Number of pages1
    ISBN (Print)9780473376604
    Publication statusPublished - Dec 2016
    EventAustralian and New Zealand Marketing Academy Conference 2016 - Christchurch, New Zealand
    Duration: 5 Dec 20167 Dec 2016


    ConferenceAustralian and New Zealand Marketing Academy Conference 2016
    Abbreviated titleANZMAC 2016
    Country/TerritoryNew Zealand

    User-Defined Keywords

    • loyalty program
    • culture
    • reward pursuit
    • consumer motivation


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