What can monitoring our bank account cash flows say about our loyalty cards?. Issue 1 (2nd January 2023)

• Record Type: Journal Article
• Authors: Apergis, Emmanuel
• Is Part Of: Journal of marketing theory and practice. Volume 31:Issue 1(2023)
• Page Start: 18
• Page End: 38
• Publication Date: 2023-01-02
• Subjects: Marketing -- Periodicals; Marketing research -- Periodicals; Marketing -- Périodiques; Marketing -- Recherche -- Périodiques; Marketing; Marketing research; Periodicals; 658.8005
• DOI: 10.1080/10696679.2021.1988646
• Languages: English
• ISSNs: 1069-6679

Abstract

ABSTRACT: The present research postulates customers do not necessarily use loyalty cards to gain their rewards. Applying a logit regression on a sample of 1, 500 households from the Understanding Society Innovation Panel, this investigation shows that insecure customers about their bank account cash flows are more likely to own a loyalty card. Checking their cash flows frequently acts as a framing effect; thus, Prospect theory will be explored here if it is relevant in the loyalty card context. Drawing from thirteen different loyalty cards and firms, this work verifies the aforementioned insight and whether loyalty card ownership is gender-sensitive.