119012 20240319081024.0 doi 10.1016/j.indmarman.2022.04.020 sideral 129692 ART-2022-129692 eng Viswanathan, V. Quantifying the effect of status in a multi-tier loyalty program 2022 Access copy available to the general public Unrestricted Multi-Tier Loyalty Programs (MTLPs) have become a popular marketing instrument to develop customer-firm relationships. Within a MTLP, customers are assigned to different tiers based on their purchase behavior. In this article, we examine whether and when tiers in the MTLP are effective in influencing customer purchase behavior, specifically share of wallet (SOW). A unique business-to-business dataset of a firm in the German agricultural market from 2009 to 2017 is used for the analysis. Data is available on the customer-specific tier level in the MTLP each year. We utilize a Tobit-style panel regression model for the analysis which is inspired by the Regression Discontinuity Design approach. This study makes several important contributions. First, it examines the effect of status in MTLPs and uses causal design to quantify the hitherto intangible effect of customer tiers. Second, this study reveals important insights on how the tier levels interact with other drivers of customer-firm relationships. Third, we use an interesting dataset from a B2B market and thereby contribute to the limited existing literature on the effectiveness of loyalty programs in B2B markets. Armed with a new understanding of how customers respond to tier levels or the negative effects of tenure especially in the highest tier, academics and managers gain new perspectives of whether and how loyalty programs affect customer behavior and drive desired outcomes in the marketplace. © 2022 info:eu-repo/semantics/openAccess by-nc-nd http://creativecommons.org/licenses/by-nc-nd/3.0/es/ 10.3 2022 MANAGEMENT 20 / 227 = 0.088 2022 Q1 T1 BUSINESS 21 / 154 = 0.136 2022 Q1 T1 2.658 2022 Marketing 2022 Q1 13.8 2022 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Koetterheinrich, K. Bijmolt, T. Krafft, M. Sese, F. J. Universidad de Zaragoza (orcid)0000-0001-5321-8052 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 104 (2022), 376-383 Ind. mark. manage. Industrial Marketing Management 0019-8501 426682 http://zaguan.unizar.es/record/119012/files/texto_completo.pdf Postprint 1360468 http://zaguan.unizar.es/record/119012/files/texto_completo.jpg?subformat=icon icon Postprint oai:zaguan.unizar.es:119012 articulos driver 2024-03-18-16:33:39 ARTICLE