{"id":1035,"date":"2018-06-10T21:40:28","date_gmt":"2018-06-11T01:40:28","guid":{"rendered":"http:\/\/www.yupingliu.com\/wordpress\/?page_id=1035"},"modified":"2018-06-11T22:34:31","modified_gmt":"2018-06-12T02:34:31","slug":"loyalty-program-competition","status":"publish","type":"page","link":"https:\/\/www.yupingliu.com\/wordpress\/research\/loyalty-habit-research\/loyalty-program-competition\/","title":{"rendered":"Loyalty Program Competition"},"content":{"rendered":"<p>Liu, Yuping and Rong Yang (2009), &#8220;<a href=\"http:\/\/www.yupingliu.com\/files\/papers\/liu_yang_loyalty_program_competition.pdf\" rel=\"noopener\" target=\"_blank\" class=\"paperpdf\">Competing Loyalty Programs: Impact of Market Saturation, Market Share, and Category Expandability<\/a>,&#8221; <em><strong>Journal of Marketing<\/strong><\/em>, Vol. 73 (1), 109-121. [<a href=\"http:\/\/www.yupingliu.com\/files\/papers\/liu_yang_loyalty_program_competition.pdf\" rel=\"noopener\" target=\"_blank\" class=\"paperpdf\">Download Full-Text PDF<\/a>]<\/p>\n<p>Abstract: Loyalty programs have become an important component of firms\u2019 relationship management strategies. There are now some industries where numerous rival loyalty programs are offered, inducing intense competition among these programs. Existing research on loyalty programs, however, has often studied such programs in a non-competitive setting and has often focused on a single program in isolation. Addressing this gap, the current research examines the effect of a firm\u2019s competitive positioning and market saturation on the performance of the firm\u2019s loyalty program. Using firm- and individual-level data from the airline industry, our results indicate that bigger firms tend to benefit more from their loyalty program offerings than smaller firms. Moreover, when the product category demand is rigid, the impact of an individual loyalty program decreases as the marketplace becomes more saturated with competing programs. However, when the product category is highly expandable, saturation effect disappears. Under such situations, loyalty programs can help an industry gain competitive advantage over substitute offerings outside the industry, and multiple programs can effectively coexist even under a high level of market saturation.<br \/>\n<br \/>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Liu, Yuping and Rong Yang (2009), &#8220;Competing Loyalty Programs: Impact of Market Saturation, Market Share, and Category Expandability,&#8221; Journal of&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":1017,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-1035","page","type-page","status-publish","hentry","post-archive"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Loyalty Program Competition | Ping! &gt;&gt; Loyalty Science in Practice<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.yupingliu.com\/wordpress\/research\/loyalty-habit-research\/loyalty-program-competition\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Loyalty Program Competition | Ping! &gt;&gt; Loyalty Science in Practice\" \/>\n<meta property=\"og:description\" content=\"Liu, Yuping and Rong Yang (2009), &#8220;Competing Loyalty Programs: Impact of Market Saturation, Market Share, and Category Expandability,&#8221; Journal of...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.yupingliu.com\/wordpress\/research\/loyalty-habit-research\/loyalty-program-competition\/\" \/>\n<meta property=\"og:site_name\" content=\"Ping! &gt;&gt; Loyalty Science in Practice\" \/>\n<meta property=\"article:modified_time\" content=\"2018-06-12T02:34:31+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@PingTweets\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/research\/loyalty-habit-research\/loyalty-program-competition\/\",\"url\":\"https:\/\/www.yupingliu.com\/wordpress\/research\/loyalty-habit-research\/loyalty-program-competition\/\",\"name\":\"Loyalty Program Competition | Ping! 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&gt;&gt; Loyalty Science in Practice\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.yupingliu.com\/wordpress\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":[\"Person\",\"Organization\"],\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32\",\"name\":\"Yuping Liu-Thompkins\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\",\"url\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\",\"contentUrl\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\",\"width\":819,\"height\":1024,\"caption\":\"Yuping Liu-Thompkins\"},\"logo\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\"},\"description\":\"Yuping Liu-Thompkins, Ph.D. is Professor of Marketing &amp; Director of Loyalty Science Lab at Old Dominion University. Dr. Yuping Liu-Thompkins is an expert on building customer loyalty and habit through effective marketing programs. She specializes in turning customer data into useful customer insights and actionable customer relationship management and marketing strategies. Through collaboration with national and international companies in travel, retail, financial, and other industries, Dr. Liu-Thompkins has studied extensively the design and effectiveness of loyalty programs as a tool for customer retention, cross-selling, and customer growth. With a personal passion for technology, Dr. Liu-Thompkins is also known for her expertise in digital marketing, especially the use of social media for branding and customer engagement purposes. Dr. Liu-Thompkins has published her research in top marketing journals such as Journal of Marketing, Journal of Interactive Marketing, Journal of Advertising, Journal of Advertising Research, and Journal of Public Policy &amp; Marketing, among others. 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