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Consumer loyalty programs: impact of different modalities
Programas de lealtad del consumidor: impacto de las diferentes modalidades
DOI:
https://doi.org/10.15446/dyna.v86n208.71080Palabras clave:
loyalty programs, loyalty program design, program modalities, loyalty approaches. (en)programas de lealtad, diseño de programa de lealtad, modalidades de programa, enfoques de lealtad. (es)
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The present study structures a new modality for loyalty programs and compares it with traditional approaches. Initially, described here are two modalities of loyalty programs - individual and coalition, often used, being analyzed are their main characteristics, advantages and restrictions, market ranges in which they operate and the managerial implications of each modality. Subsequently, the study proposes a new program modality (cluster) and provides practical aspects for its use. The types of loyalty (loyalty to the brand, loyalty to the store or loyalty to the program) that are intended to be achieved in each program modality were also identified. Participation of partners, accumulation of benefits, options for recovery of benefits, market ranges, program management and program focus were the analyzed variables for comparison of the programs. This analysis revealed which approaches are most appropriate for each type of program.
El presente estudio estructura una nueva modalidad para programas de lealtad y la compara con enfoques tradicionales. Inicialmente, aquí se describen dos modalidades de programas de lealtad: individuales y de coalición, a menudo utilizadas, que se analizan son sus principales características, ventajas y restricciones, rangos de mercado en los que operan y las implicaciones gerenciales de cada modalidad. Posteriormente, el estudio propone una nueva modalidad de programa (clúster) y proporciona aspectos prácticos para su uso. También se identificaron los tipos de lealtad (lealtad a la marca, lealtad a la tienda o lealtad al programa) que se pretende lograr en cada modalidad de programa. La participación de los socios, la acumulación de beneficios, las opciones de recuperación de beneficios, los rangos de mercado, la gestión del programa y el enfoque del programa fueron las variables analizadas para la comparación de los programas. Este análisis reveló qué enfoques son los más apropiados para cada tipo de programa.
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