Retention · Large-scale longitudinal field experiment comparing loyalty members' goal progress/achievement and later purchasing.
Enduring Effects of Goal Achievement and Failure Within Customer Loyalty Programs: A Large-Scale Field Experiment
Marketing Science · 2016
Summary
Achieving or failing to achieve program goals had persistent effects on later engagement and purchasing, beyond the immediate reward period.
For your marketing
Possible founder application
Use as a bounded example of enduring effects of goal achievement and failure within customer loyalty programs: a large-scale field experiment; compare its context and design with your own market before applying its result.
Reported result
What the study found
Achieving or failing to achieve program goals had persistent effects on later engagement and purchasing, beyond the immediate reward period.
Research question
What the authors investigated
Enduring Effects of Goal Achievement and Failure Within Customer Loyalty Programs: A Large-Scale Field Experiment?
Design
Large-scale longitudinal field experiment comparing loyalty members' goal progress/achievement and later purchasing.
Sample and setting
Members of a commercial customer loyalty program.
Scope and transfer
Limitations to keep in view
The program mechanics and customer category are proprietary and may moderate persistence; behavioral measures cannot fully identify psychological mechanisms. The accessible publisher page was used for this listing; correction history was not independently checked.
Research sources
Crossref and INFORMS publisher record identify a large-scale field experiment in Marketing Science; the title and abstract describe loyalty-program goal achievement/failure and subsequent behavior. Publisher page was directly retrieved; detailed full-text methods were not independently verified.