KOREASCHOLAR

FEEDBACK FRAMING IN LOYALTY PROGRAMS: A CROSS-CULTURAL INVESTIGATION

Morgan X. Yang, Kevin J. Zeng, Haksin Chan
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/350909
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Global Marketing Conference
2018 Global Marketing Conference at Tokyo (2018.07)
p.456
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research addresses an important, yet under-researched, issue concerning the management of loyalty programs (LPs) in the era of globalization: how to effectively motivate LP members from different cultures to continue the reward pursuit process. Drawing on cross-cultural research and regulatory fit theory, we identify feedback framing as a low-cost, easy-to-implement strategy for building program loyalty across cultures. Two cross-cultural studies confirm all the hypotheses about the effects of feedback framing. Overall, this research advances theoretical understanding of reward pursuit behavior across cultures and offers practical advice for managing LPs in different cultural contexts.

Keyword
progress framingculturereward pursuitregulatory fit
Author
  • Morgan X. Yang(Hang Seng Management College, Hong Kong, China)
  • Kevin J. Zeng(Hang Seng Management College, Hong Kong, China)
  • Haksin Chan(Hang Seng Management College, Hong Kong, China)