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STATUS DEMOTION IN LOYALTY PROGRAM: STRATEGY FOR CLOSE TO THE THRESHOLD CUSTOMERS

Main Authors: Altamim Marie Igamo; Graduate School of Management, Faculty of Economics and Business, Universitas Indonesia, Adi Zakaria Afiff; Graduate School of Management, Faculty of Economics and Business, Universitas Indonesia
Format: Article application/pdf eJournal
Bahasa: eng
Terbitan: Management Research Center, Department of Management, Faculty of Economics and Business, U , 2019
Subjects:
customer loyalty
demotion
distributive justice theory
loyalty programs
relationship marketing
psychological ownership
Online Access: http://journal.ui.ac.id/index.php/amj/article/view/12921
ctrlnum article-12921
fullrecord <?xml version="1.0"?> <dc schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/ http://www.openarchives.org/OAI/2.0/oai_dc.xsd"><title lang="en-US">STATUS DEMOTION IN LOYALTY PROGRAM: STRATEGY FOR CLOSE TO THE THRESHOLD CUSTOMERS</title><creator>Altamim Marie Igamo; Graduate School of Management, Faculty of Economics and Business, Universitas Indonesia</creator><creator>Adi Zakaria Afiff; Graduate School of Management, Faculty of Economics and Business, Universitas Indonesia</creator><subject lang="en-US">customer loyalty, demotion, distributive justice theory, loyalty programs, relationship marketing, psychological ownership</subject><description lang="en-US">Manuscript type: Documentary Research.Research Aims: Identifying loyalty program strategies to demoted closed to the threshold customers with additional points and additional time in own money and other money customer to have positive evaluate toward program&amp;rsquo; and company&amp;rsquo; loyalty intention.Design/methodology/approach: This research employs 2 (payment source: own money vs other money) &amp;times; 3 (demotion strategies: without additional point vs with additional points vs with additional time) factorial designs between-subject.Research Findings: Loyalty intention to the loyalty program appear stronger with demotion strategies with an additional point and additional time than demotion without additional pointTheoretical Contribution/Originality: Enrich references about the status of demotion in HLP, distributive justice in the context of loyalty programs and scarcity theory in marketing.Practitioner/Policy Implication: Marketing managers should concern more about the strategy to demoted customer, especially customer who close to the threshold to produce more positive consumer evaluation.Research limitation/Implications: Further studies can focus on participant that have used airline loyalty programs to have stronger external validity.&amp;nbsp;</description><publisher lang="en-US">Management Research Center, Department of Management, Faculty of Economics and Business, U</publisher><contributor lang="en-US"/><date>2019-12-25</date><type>Journal:Article</type><type>File:application/pdf</type><identifier>http://journal.ui.ac.id/index.php/amj/article/view/12921</identifier><source lang="en-US">ASEAN Marketing Journal; Vol 11, No 2 (2019): December 2019 (Article In Press)</source><language>eng</language><rights>Authors who publish with this journal agree to grant first publication rights to ASEAN Marketing Journal, and agree to the following terms:Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.&amp;nbsp;Authors may make and distribute copies in the course of teaching and research, create derivative works, and may post the Article on personal or institutional Web sites and in other open-access digital repositories. Rights related to the work (e.g. patents or other rights to any process or procedure) shall be retained by the authors.User/Reader Rights:The users are allowed to copy and redistribute the material, to create extracts, abstracts and new works from the Article, to alter and revise the material under the following terms:Attribution&amp;mdash; you must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your useNo additional restrictions&amp;mdash;you may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.This work is licensed under the Creative Commons Attribution-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/4.0/&amp;nbsp;(This policy statement has been updated as per 16th March 2021)</rights><recordID>article-12921</recordID></dc>
language eng
format Journal:Article
Journal
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Journal:eJournal
author Altamim Marie Igamo; Graduate School of Management, Faculty of Economics and Business, Universitas Indonesia
Adi Zakaria Afiff; Graduate School of Management, Faculty of Economics and Business, Universitas Indonesia
title STATUS DEMOTION IN LOYALTY PROGRAM: STRATEGY FOR CLOSE TO THE THRESHOLD CUSTOMERS
publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
publishDate 2019
topic customer loyalty
demotion
distributive justice theory
loyalty programs
relationship marketing
psychological ownership
url http://journal.ui.ac.id/index.php/amj/article/view/12921
contents Manuscript type: Documentary Research.Research Aims: Identifying loyalty program strategies to demoted closed to the threshold customers with additional points and additional time in own money and other money customer to have positive evaluate toward program&rsquo; and company&rsquo; loyalty intention.Design/methodology/approach: This research employs 2 (payment source: own money vs other money) &times; 3 (demotion strategies: without additional point vs with additional points vs with additional time) factorial designs between-subject.Research Findings: Loyalty intention to the loyalty program appear stronger with demotion strategies with an additional point and additional time than demotion without additional pointTheoretical Contribution/Originality: Enrich references about the status of demotion in HLP, distributive justice in the context of loyalty programs and scarcity theory in marketing.Practitioner/Policy Implication: Marketing managers should concern more about the strategy to demoted customer, especially customer who close to the threshold to produce more positive consumer evaluation.Research limitation/Implications: Further studies can focus on participant that have used airline loyalty programs to have stronger external validity.&nbsp;
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