A Dimensional Framework Of Factors Influencing Loyalty Card Users’ Buying Behaviour
Loyalty card programmes have become a popular tool used by retailers to advance the product and service offering and the way they relate to their customers. However, there is limited attention paid to the factors that may possibly influence loyalty card usage and how it can influence buying behaviour. Most previous studies focus on the influence of loyalty card programmes on customer loyalty and business performance. The focus of this study is to develop a dimensional framework of loyalty card usage that affect users’ buying behaviour. Six factors that affect loyalty card user’s buying behaviour were identified from the desktop study conducted: value added, ease of use, customer relationship quality, customer incentives, value perception and service credibility. These factors are generic and not country- or industry specific.
Index Terms—buying behavior, desktop study, loyalty card, marketing.