Taxonomy of service-based loyalty program members

摘要

Purpose - This study aims to present a taxonomic framework that categorizes hotel loyalty program members on the basis of involvement and a mix ofrnbehavioral outcome variables.rnDesign/methodology/approach - The taxonomy is derived through mixture modeling from a sample of 1,395 loyalty program members of twornglobal hotel chains.rnFindings - Study results suggest the presence of four classes of program members across both hotels. Class members differ with respect to thernattitudes they hold, the behaviors they exhibit, and the motivations they have for maintaining membership in the program.rnPractical implications - First, the study enhances understanding of member differences that exist within loyalty programs. Second, the studyrnadvances understanding of the ways through which loyalty programs can best be managed. Third, the study illustrates the usefulness of mixturernmodeling as a classificatory tool.rnResearch limitations/implications - Study results are not generalizable beyond the sample used in deriving them. Further, decisions pertaining tornwhat variables to include in developing a taxonomic framework are critical to its usefulness. The choice to include certain variables as well as theirrnrelated measures, to the exclusion of others, represents a second limitation.rnOriginality/value - The study is but the second to empirically categorize loyalty program members, and the first to do so in a services context. Twornclasses of high-involvement customers emerge, each with contrasting attitudes and behaviors. Thus, our findings suggest that high levels ofrninvolvement invoke the most extreme of customer attitudes and behaviors.