Mobile Multi-Brand Loyalty Programs

This study, based on value theory, aims to shed light our understanding of changing consumer perspectives loyalty programs (LPs) within the digitally transformed retail environment by assessing significance perceptions (i.e., monetary, hedonic, symbolic, knowledge) provided LP benefits member satisfaction. The theory was expanded with addition personalization and information disclosure comfort constructs in accordance literature mobile application adoption. results an online survey study two leading coalition LPs Turkey indicate that symbolic values established are positively related Furthermore, found be a major factor indirectly influences satisfaction through different value. Privacy concerns, other hand, were have significant but weak influence Finally, well-established effect attitudinal also confirmed.