When a Policy Change Meets a Mobile App: An Empirical Study of a Coalition Loyalty Program

摘要

Recognizing the increasing prevalence of mobile technology and industry's need for coalition loyalty program (CLP) marketing tactics, we examine the relationship between customers' mobile app adoption and their adaptation to a CLP policy change and their accrual and reward redemption behavior. We posit that successful mobile-based tactics, in particular, can drive customers to learn about and adapt to a marketing system and thereby incorporate its rules and offerings into their daily routines. From a managerial perspective, we seek to answer the following question: how do customers' mobile app adoption and then-adaptation to a policy change in a system such as a CLP affect their program loyalty? From a theoretical perspective, we want to address using empirical data: how do customers' utilization and adherence of system rules affect their continuing participation, and is it influenced by adoption of mobile technology?