The influence of customer loyalty program design on the relationship between customer motives and value perception
Despite the strong use in marketing practice, the effectiveness of loyalty programs is still heavily questioned among researchers. In our study we present an empirically tested framework that views customer loyalty programs (CLPs) with their differing designs as a moderating tool in a means-end relationship between customer motives and value. By disentangling customer value perceptions of loyalty programs we contribute to the remaining question of the efficacy of CLPs and set the road for further research. Our results support the argument that CLPs can be an effective tool and are not only something that adds to the value of a product or service, but rather creates value by itself. However, this is only the case for programs that target prevailing customer motives and hence provide a higher level of perceived value.
In 1899 Thorstein Veblen wrote a seminal monograph on the subject of consumption and leisure. ::: His work, The Theory of the Leisure Class, is one of the most enduring examples of status-seeking ::: individuals� conspicuous consumption and conspicuous leisure practices, particularly when applied ::: to the tourist industry, and furthermore, is still relevant in today�s economic climate. This article ::: develops an independent theory of backpackers and how they can be perceived as undertaking ::: conspicuous consumption and conspicuous leisure practices. This is done using Veblen�s work as ::: a foundation. Qualitative methods using in-depth interviews and participant observation techniques ::: are employed to obtain data from 41 participants. The findings serve to highlight the fact that ::: Veblen�s thesis is as relevant today as it was when it was written in 1899.