How to Design International Loyalty Programs

Kuester, Sabine ; Heß, Silke C. ; Stier, Martin

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URL:	https://ub-madoc.bib.uni-mannheim.de/26527
URN:	urn:nbn:de:bsz:180-madoc-265273
Dokumenttyp:	Arbeitspapier
Erscheinungsjahr:	2009
Titel einer Zeitschrift oder einer Reihe:	Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung
Band/Volume:	W129e
Ort der Veröffentlichung:	Mannheim
Verlag:	Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
Sprache der Veröffentlichung:	Englisch
Einrichtung:	Fakultät für Betriebswirtschaftslehre > Marketing & Innovation (Kuester 2005-)
Fachgebiet:	330 Wirtschaft
Abstract:	Despite the growing importance of customer loyalty programs in marketing practice, research about international loyalty programs is few and far between. Especially the issue of whether loyalty programs can be standardized across countries has not been addressed so far. Hence, this paper investigates whether it is feasible to standardize loyalty program design in countries with different cultural dimensions. We conducted an online experiment with customers in four countries (Australia, Germany, South Korea, U.S.) to examine how benefits that are provided by loyalty programs are perceived by different customer groups in these cultural environments. Particularly social and confidence benefits were perceived differently suggesting the need to adapt loyalty program designs. We also found that if a country is characterized by individualism, customers are more strongly attracted by program loyalty. However, this does not necessarily translate into brand loyalty.