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Cited by 157Customer Service Quality and LoyaltyConsumer Market Behavior and PricingConsumer Behavior in Brand Consumption and Identification

Consumer reactance against loyalty programs

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Wendlandt, Mark, Schrader, Ulf·2007·Journal of Consumer Marketing
DOI 10.1108/07363760710773111
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Abstract

Purpose: Although relationship marketing has developed into the prevailing marketing paradigm, it frequently encounters resistance from the demand side. Both management practitioners and academics indicate that at least some consumers show reactance against loyalty programs, i.e. against tactical instruments of relationship marketing. Nevertheless, relationship marketing has widely neglected reactance theory. This paper attempts to close this gap. Design/methodology/approach: Based on the fundamental principles of loyalty programs and reactance theory the paper presents a set of hypotheses on the determinants and effects of situational consumer reactance against loyalty programs. It tests these hypotheses on the basis of 388 face-to-face interviews with bookstore customers. These interviews include a between-subject manipulation on the reactance effect of economic, social-psychological, and contractual bonding potentials. To test the proposed hypotheses, the paper applies structural equation modeling with PLS. Findings: As expected, contractual bonds provoked reactance effects, while social-psychological bonds neither increased reactance, nor the perceived utility of the program. Economic bonds raised perceived utility up to a certain threshold level, from which the reactance effect dominated thereafter. Practical implications: As a consequence, a cautious and limited application of customer loyalty programs is advisable. The developed consumer reactance scale can help managers to evaluate the effects of planned or implemented customer retention measures. Originality/value: This is the first attempt to investigate situational reactance in a loyalty program setting.

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Authors
Wendlandt, M., & Schrader, U.
Affiliations
Leibniz University Hannover (DE)
ORCID
Schrader, Ulf
Venue
Journal of Consumer Marketing
Publisher
Emerald
Published
2007-08-07
Volume
24
Issue
5
Pages
293-304
ISSN
  • 0736-3761 (ISSN-L)
  • 2052-1200
DOI
10.1108/07363760710773111
OpenAlex
W2056312555
Cited by
157
References
65
Citations by year
2026: 5 · 2025: 6 · 2024: 7 · 2023: 8 · 2022: 9 · 2021: 7 · 2020: 8 · 2019: 9 · 2018: 14 · 2017: 9 · 2016: 11 · 2015: 17 · 2014: 10 · 2013: 5 · 2012: 13
FWCI
5.85
Type
journal article
Language
en
Open access
Licence
cc-by-nc-nd
Locations
  • Journal of Consumer Marketing (publishedVersion)
  • Institutional Repository of Leibniz Universität Hannover (Leibniz Universität Hannover) (submittedVersion, cc-by-nc-nd)
  • Leibniz Universität Hannover
Topics
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
Keywords
loyalty programs, relationship marketing, customer retention, consumer resistance

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