Credit card churning customers, endowed loyalty, and protestant work ethic

ABSTRACT

There is scant research that examines the effect of credit card churning customers (as a type of endowed loyalty) compared to earned loyalty program customer perceptions. Additionally, this research identifies a critical variable to better understand cross-customer comparisons, protestant work ethic (PWE). Study 1 uses an exploratory qualitative approach to gain insights into this phenomenon, specifically identifying the unique variable of PWE. Study 2 uses a 2 (self: earned vs. endowed) × 2 (other: earned vs. endowed) × 2 (PWE) quasi between-subjects experiment. Results find that anger mediates the three-way interaction effects to attitudinal loyalty intention, but it was only valid among low PWE customers. This study contributes to the social comparison theory and loyalty literature by introducing the impact of loyalty status acquisition methods. Practically, this study results urge credit card companies and associated hospitality firms to be aware of churners and propose implications to minimize the negative effects.

摘要

很少有研究探讨获赠忠诚的信用卡持卡人作为流失消费者如何影响通过会员计划赚取忠诚的会员的认知。另外，本研究确立了新教职业道德（PWE）这一关键变量以更好地理解消费者之间的比较行为。研究1采用了探索性定性方法来深入了解这一现象，尤其确立了PWE这一变量的独特性。研究2采用了2（自己：赚取与获赠）x 2（他人：赚取与获赠）x 2（PWE）准受试者实验的形式。实验结果表明愤怒在对于态度忠诚意向的三向交互作用中起到了中介作用，但此作用仅在低PWE客户中有效。本研究通过介绍忠诚地位获取方法的影响，为社会比较理论和忠诚相关文献做出了贡献。本项研究结果尤其指出信用卡公司和相关酒店需要注意流失消费者的存在并提供了如何减少相关负面影响的指导建议。

KEYWORDS:

• Endowed loyalty
• earned loyalty
• loyalty program
• protestant work ethic
• anger
• attitudinal loyalty intention

关键词:

• 获赠忠诚，赚取忠诚，新教职业道德，愤怒，态度忠诚意向

Disclosure statement

No potential conflict of interest was reported by the author(s).