What can Monitoring our Bank Account Cash Flows say about our Loyalty Cards

Research output: Contribution to journalArticlepeer-review

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 gendersensitive.
Original languageEnglish
JournalJournal of Marketing Theory and Practice
Publication statusAccepted/In press - 29 Sep 2021

Fingerprint

Dive into the research topics of 'What can Monitoring our Bank Account Cash Flows say about our Loyalty Cards'. Together they form a unique fingerprint.

Cite this