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Service firms and customer loyalty programs: a regulatory fit perspective of reward preferences in a health club setting

Daryanto, A and de Ruyter, K and Wetzels, M and 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(5)). pp. 604-616. ISSN 0092-0703

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Abstract

In this paper, we examine the impact of various configurations of regulatory fit on the attitudes, exercise intentions and actual behavior of members of a health club loyalty program. Regulatory fit is conceptualized as both the match between types of program rewards and how they are communicated, as well as the congruence between reward types and regulatory focus as a stable, individual disposition. In two experimental designs, non-point reward programs offering a short-term cash bonus were used. The results of Study 1 suggest that regulatory fit has a positive impact on perceived value, exercise intentions and exercise intensity, but not on visit frequency. Analysis of repeated behavioral measures further reveals that regulatory fit has a stronger impact on exercise intensity over time relative to nonfit. Study 2 also confirms the predictive power of regulatory fit over nonfit when conceptualized as the match between reward type and trait regulatory focus.

Item Type: Article
Journal or Publication Title: Journal of the Academy of Marketing Science
Subjects: UNSPECIFIED
Departments: Lancaster University Management School > Marketing
ID Code: 45738
Deposited By: ep_importer_pure
Deposited On: 11 Jul 2011 19:37
Refereed?: Yes
Published?: Published
Last Modified: 01 Aug 2013 15:25
Identification Number:
URI: http://eprints.lancs.ac.uk/id/eprint/45738

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