Programme de Fidélité : une bibliographie actualisée

Avril 2011 V1.0 – C. Benavent

Comme en témoigne la liste bibliographique ci-dessus, qui ne prétend pas à l'exhaustivité, les recherches sur les programme de fidélité sont à la fois anciennes et nombreuses. Mais en 2011 un florilège de signatures célèbrent une décennie de diffusion des programmes de fidélité qui sont désormais une des pièces de l'architecture du marketing-client.

On s'apercevra que ces études se sont pas particulièrement enthousiastes quand à leur efficacité, en tout cas bien moins que le discours des consultants, prestataires et l'ensemble des professionnels. Certains vont à en remettre en question l'intérêt dès 1997. Une lecture critique, donc.

Elles donnent aussi des indications précieuses sur leur déterminants soit par une analyse économique fine d'avantages différés ou incertains ou au travers des théories de la motivation ou de l'apprentissage. De nombreux articles ont une finalité méthodologique donnant une belle part au modèles de survie et autres modèles de valeur. On peut y puiser des méthodes pour évaluer les programmes en actions.

La liste bibliographique qui suit est ordonnée par année de publication et ordre alphabétique. Elle dessine ainsi 15 années de recherche et de publications – le nombre total doit être de l'ordre de 300 publications. C'est un domaine qui vient à maturité, mais qui sans doute va se renouveler avec le nouveau paysage technologique : celui du mobile. Il reste encore ouvert.

1997 → 31. Palmer A., McMahon-Beattie U. et Beggs R (1997). Loyalty Programmes: Congruence of

Market Structure and Success, Academy of Marketing: Proceedings of Annual Conference, Marketing Without Borders, Vol. 1. 711-721.

2. Dowling G.R. et Uncles M. (1997), Do Customer Loyalty Programs Really Work ? , Sloan Management Review, Summer . 71-82.

3. Sharp B. et Sharp A. (1997) , Loyalty Programs and their Impact on Repeat-Purchase Loyalty Patterns , International Journal of Research in Marketing , 14. 473-86.

1999 → 1 4. Benavent C. et Crié D. (1999), Mesurer l'efficacité des cartes de fidélité, Décisions

Marketing, Jan-Avril. 34-44.2000 → 2

5. Benavent C. et Crié D. (2000), Analyse de l’efficacité des cartes de fidélité – une étude de cas, Etudes et Recherches en Distribution, Volle (Ed.), Chap. 7.

6. Bolton R., Kannan P. et Bramlett M. (2000), Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value, Journal of the Academy of Marketing Science, 28, 1, Winter. 95-108.

2002 → 37. Roehm M., Bolman Pullins E. et Roehm H.A Jr. (2002) Designing Loyalty-Building

Programs for Packaged Goods Brands, Journal of Marketing Research, 39, 2. 202-14 8. Kivetz, R., & Simonson, I. (2002). Earning the right to indulge: effort as a determinant of

customer preferences toward frequency program rewards. JMR, Journal of Marketing Research

9. Meyer-Waarden L. (2002), Les sources d’efficacité des programmes de fidélisation : une investigation empirique sur un panel « single source », Thèse de doctorat en Sciences de Gestion, IAE de Pau et Institut für Entscheidungstheorie und Unternehmensforschung Université Karlsruhe.

2003 → 810. Arthur W. Allaway, David Berkowitz, Giles D’Souza (2003) Spatial diffusion of a new

loyalty program through a retail market, Journal of Retailing 79 (2003) 137–151 11. Harris J. (2003), An Investigation of Brand Choice in Repeat Purchase Markets: The Case of

Business Airline Travel, PHD University of New South Wales, Sydney.12. Kivetz (2003), the effort of effort and Intrinsic motivation on risky choice, Marketing

Sciences, Fall 13. Kopalle, P. K., & Neslin, S. (2003). The economic viability of frequency reward programs in

a strategic competitive environment. Review of Marketing Science, 1(1), 1–39.14. Leenheer, J., Bijmolt, T., van Heerde, H., et Smidts, A. (2003), Do loyalty programs enhance

behavioral loyalty ? A market-wide analysis accounting for endogeneity, cahier de recherche, Tilburg University.

15. Mägi (2003),Share of wallet in retailing: the effects of customer satisfaction, loyalty cards and shopper characteristics Journal of Retailing, 79, 97–106.

16. Uncles, M., Dowling, G., & Hammond, K. (2003). Customer loyalty and customer loyalty programs. Journal of Consumer Marketing, 20(4), 294–316.

17. Yi, Y. et Jeon H. (2003), The effects of loyalty programs on value perception, program loyalty, and brand loyalty, Journal of the Academy of Marketing Science, 31, 3, 229-40.

2004 → 618. Humby, C., Hunt, T., & Phillips, T. (2004). Scoring points: How Tesco is winning customer

loyalty. London: Kogan Page.19. Kim, Shi, Srinivasan (2004) Managing Capacity Through Reward Programs, Vol. 50, No. 4,

April 2004, pp. 503–52020. Kumar, V., & Shah, D. (2004). Building and sustaining profitable customer loyalty for the

21st century. Journal of Retailing, 80(4), 317–330. 21. Mägi, A. W. (2003). Share of wallet in retailing: the effects of customer satisfaction, loyalty

cards and shopper characteristics. Journal of Retailing, 109(2), 1–11.22. Meyer-Waarden L. et Benavent C. (2004) Programmes de Fidélisation – Stratégies et

Pratiques, Revue Française du Marketing, 197, Mai. 95-115. 23. Lewis, M. (2004). The influence of loyalty programs and short-term promotions on

customer retention. JMR, Journal of Marketing Research, 43(3), 281–292.2005 → 4

24. Richard Klophaus (2005) Frequent flyer programs for European low-cost airlines: Prospects, risks and implementation guidelines, Journal of Air Transport Management 11 (2005) 348–353

25. Reinartz, W. (2005). “Understanding customer loyalty programs.”. In M. Krafft, & M. K. Mantrala (Eds.), Retailing in the 21st Century (pp. 361–379). Heidelberg: Springer.

26. Steven M. Shugan (2005) Brand Loyalty Programs: Are They Shams? Vol. 24, No. 2, Spring 2005, pp. 185–193

27. Taylor, G. A., & Neslin, S. A. (2005). The current and future sales impact of a retail

frequency reward program. Journal of Retailing, 81(4), 293–305.2006 → 8

28. Allaway, A. W., Gooner, R. M., Berkowitz, D., & Davis, L. (2006). Deriving and exploring behavior segments within a retail loyalty card program. European Journal of Marketing, 40(11/12), 1317-1339.

29. Berman, B (2006), Developing an effective Customer Loyalty program, California Management Review, Vol. 49, N° 1 Fall 2006

30. Ferguson, R., & Hlavinka, K. (2006). The long tail of loyalty: how personalized dialogue and customized rewards will change marketing forever. Journal of Consumer Marketing, 23(6), 357-361.

31. Galguera, L., Luna, D., & Méndez, M. (2006). Predictive segmentation in action: Using CHAID to segment loyalty card holders. International Journal of Market Research, 48(4), 459-479.

32. Keh, H., & Lee, Y. (2006). Do reward programs build loyalty for services?: The moderating effect of satisfaction on type and timing of rewards. Journal of Retailing, 82(2), 127-136.

33. Lars Meyer-Waarden et Christophe Benavent, The Impact of Loyalty Programmes on Repeat Purchase Behaviour, Journal of Marketing Management 2006, 22, 61-88

34. Nunes, J. C., & Dreze, X. (2006a). Your loyalty program is betraying you. Harvard Business Review, (April), 124–131.

35. Nunes, J. C., & Dreze, X. (2006b). The endowed progress effect: how artificial advancement increases effort. The Journal of Consumer Research, 32, 504–512. doi:10.1086/500480.

2007 → 536. Caminal, R., & Claici, A. (2007). Are loyalty-rewarding pricing schemes anti-competitive?.

International Journal of Industrial Organization, 25(4), 657-674. 37. Leenheer, J., van Heerde, H. J., Bijmolt, T. A., & Smidts, A. (2007). Do loyalty programs

really enhance behavioral loyalty? An empirical analysis accounting for self-selecting members. International Journal of Research in Marketing, 24(1), 31-47.

38. Liu Y. (2007) The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior and Loyalty. Journal of Marketing . October 2007;71(4):19-35.

39. Meyer-Waarden, L. (2007). The effects of loyalty programs on customer lifetime duration and share of wallet. Journal of Retailing, 83(2), 223-236.

40. Wirtz, J., Mattila, A. S., & Lwin, M. (2007). How Effective Are Loyalty Reward Programs in Driving Share of Wallet?. Journal of Service Research, 9(4), 327-334.

2008 → 641. Hartmann, W., & Viard, B. (2008). Do frequency reward programs create switching costs? A

dynamic structural analysis of demand in a reward program. Quantitative Marketing and Economics, 6 (2), 109–137. doi:10.1007/s11129-007-9035-3.

42. Collin-Lachaud, I., & Sueur, I. (2008). Attentions spéciales et performance des programmes relationnels . Decisions Marketing, (51), 17-25.

43. Crosby, Lawrence A., and Brian S. Lunde. 2008. "When Loyalty Strategies Fail." Marketing Management 17, no. 5: 12-13.

44. Lederman, M. (2008). Are Frequent-Flyer Programs a Cause of the “Hub Premium”?. Journal of Economics & Management Strategy, 17(1), 35-66.

45. Meyer-Waarden, L. (2008). The influence of loyalty programme membership on customer

purchase behaviour. European Journal of Marketing, 42(1/2), 87-114. 46. Singh, S. S., Jain, D. C., & Krishnan, T. V. (2008). Customer Loyalty Programs: Are They

Profitable?. Management Science, 54(6), 1205-1211. 2009 → 8

47. Demoulin, N. M., & Zidda, P. (2009). Drivers of Customers’ Adoption and Adoption Timing of a New Loyalty Card in the Grocery Retail Market. Journal of Retailing, 85(3), 391-405.

48. Drèze, X., & Nunes, J. C. (2009). Feeling Superior: The Impact of Loyalty Program Structure on Consumers' Perceptions of Status. Journal of Consumer Research, 35(6), 890-905.

49. Furinto, A., Pawitra, T., & Balqiah, T. E. (2009). Designing competitive loyalty programs: How types of program affect customer equity. Journal of Targeting, Measurement & Analysis for Marketing, 17(4), 307-319.

50. Kim, D., Lee, S., Bu, K., & Lee, S. (2009). Do VIP programs always work well? The moderating role of loyalty. Psychology & Marketing, 26(7), 590-609.

51. Yuping Liu & Rong Yang (2009), Competing Loyalty Programs: Impact of Market Saturation, Market Share, and Category Expandability, Journal of Marketing, Vol. 73 (January 2009), 93–108

52. Meyer-Waarden, L., & Benavent, C. (2009). Grocery retail loyalty program effects: self-selection or purchase behavior change?. Journal of the Academy of Marketing Science, 37(3), 345-358.

53. Andrew Smith a, , Leigh Sparks (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 (2009) 542–547

54. Wagner, T., Hennig-Thurau, T., & Rudolph, T. (2009). Does Customer Demotion Jeopardize Loyalty?. Journal of Marketing, 73(3), 69-85.

2010 → 555. Liu, M., & Brock, J. L. (2010). Antecedents of Redemption of Reward Points: Credit Card

Market in China and International Comparison. Journal of International Consumer Marketing, 22(1), 33-45. doi:10.1080/08961530902844923

56. Mimouni-Chaabane, A., & Volle, P. (2010). Perceived benefits of loyalty programs: Scale development and implications for relational strategies. Journal of Business Research, 63(1), 32-37. doi:10.1016/j.jbusres.2009.01.008

57. Omar, N., Wel, C., Musa, R., & Nazri, M. (2010). Program Benefits, Satisfaction and Loyalty in Retail Loyalty Program: Exploring the Roles of Program Trust and Program Commitment. IUP Journal of Marketing Management, 9(4), 6-28.

58. Daryanto, A., Ruyter, K., Wetzels, M., & Patterson, P. (2010). Service firms and customer loyalty programs: a regulatory fit perspective of reward preferences in a health club setting. Journal of the Academy of Marketing Science, 38(5), 604-616.

59. Hansen, J. D., Deitz, G. D., & Morgan, R. M. (2010). Taxonomy of service-based loyalty program members. Journal of Services Marketing, 24(4), 271-282.

2011 → 660. Bagchi, R., & Li, X. (2011). Illusionary Progress in Loyalty Programs: Magnitudes, Reward

Distances, and Step-Size Ambiguity. Journal of Consumer Research, 37(5), 888-901.61. Drèze, X., & Nunes, J. (2011). Recurring Goals and Learning: The Impact of Successful

Reward Attainment on Purchase Behavior. Journal of Marketing Research (JMR), 48(2),

268-281.62. Haisley, E., & Loewenstein, G. (2011). It's Not What You Get but When You Get It: The

Effect of Gift Sequence on Deposit Balances and Customer Sentiment in a Commercial Bank. Journal of Marketing Research (JMR), 48(1), 103-115.

63. Schmitt, P., Skiera, B., & Van den Bulte, C. (2011). Referral Programs and Customer Value. Journal of Marketing, 75(1)

64. Kwong, J. Y., Soman, D., & Ho, C. Y. (2011). The role of computational ease on the decision to spend loyalty program points. Journal of Consumer Psychology (Elsevier Science), 21(2), 146-156.

65. Frisou, J., & Yildiz, H. (2011). Consumer learning as a determinant of a multi-partner loyalty program’s effectiveness: A behaviorist and long-term perspective. Journal of Retailing & Consumer Services, 18(1), 81-91.