"It's nice to get a wee treat if you've had a bad week": Consumer motivations in retail loyalty scheme points redemption



Smith A & Sparks L (2009) "It's nice to get a wee treat if you've had a bad week": Consumer motivations in retail loyalty scheme points redemption. Journal of Business Research, 62 (5), pp. 542-547.

Research into loyalty schemes focuses primarily on business (strategy) rather than consumer perspectives. This paper investigates consumer motivations in retail loyalty scheme points redemption, through a qualitative study of participants in a major UK retail loyalty scheme. Academic research tends to neglect investigation of points redemption, despite its probable significance to consumers and certain value to businesses. The research identifies planned behavior towards redemption goals, plus interruptions by various circumstances and events. Self-gifting for reward and/or therapy purposes is common. Redemption activities have positive implications for consumer perceptions of the scheme and the retailer and appear to enhance future purchasing behavior. From these findings, this paper draws implications for theory and practice.

ABSTRACTS; ACCURACY; activities; AFFILIATION; Attitude; Attitudes; BEHAVIOR; BUSINESS; BUSINESS planning; CONSUMERS; CONSUMERS -- Attitudes; Copyright; CUSTOMER loyalty; CUSTOMER loyalty programs; CUSTOMER services; email; EVENT; Future; Goals; implications; INVESTIGATE; loyalty; marketing; MARKETING theory; Motivation; MOTIVATION research (Marketing); NEGLECT; NUMBER; PARTICIPANTS; Perception; Perceptions; PERSPECTIVES; Planned; Planned Behavior; PLANNING; Practice; PROGRAM; properties; Publishing; PURCHASING; qualitative; Qualitative Studies; Research; retail; Science; service; services; SITES; Stirling; Strategies; STRATEGY; Theories; THEORY; THERAPIES; THERAPY; UK; United Kingdom; universities; VALUE

Journal of Business Research: Volume 62, Issue 5

Publication date31/05/2009
PublisherElsevier Inc
Place of publicationNew York, NY

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Professor Leigh Sparks
Professor Leigh Sparks

Deputy Principal, Marketing & Retail