Acquisition and 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
K. H. Kivetz, O. Urminsky, Y. Zheng (2016). Enduring Effects of Goal Achievement and Failure Within Customer Loyalty Programs: A Large-Scale Field Experiment. Marketing Science. https://doi.org/10.1287/mksc.2015.0966
Plain-English take
Achieving or failing to achieve program goals had persistent effects on later engagement and purchasing, beyond the immediate reward period.
How much weight to give this
4/5 Field evidence with bounded scope
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Large-scale longitudinal field experiment comparing loyalty members' goal progress/achievement and later purchasing.
Members of a commercial customer loyalty program.
Comparison details need confirmation in the full paper.
Only the publisher page was checked; full-text methods are not established.
Double-blind? Blinding was not established from the publisher page; this is not evidence that blinding was or was not used.
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.
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.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
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.
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.
Evidence access
Publisher article page; full-text availability varies and was not established in this review.
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.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.