Dorotic, Matilda; Fok, Dennis, Verhoef, Peter C. & Bijmolt, Tammo H.A. (2021)

Synergistic and cannibalization effects in a partnership loyalty program

Journal of the Academy of Marketing Science Doi: 10.1007/s11747-020-00759-7 - Full text in research archive

The implicit promise of a partnership in a loyalty program (LP) is that the partners will gain new customers and the LP will reinforce the loyalty to focal partners. Although customers may be encouraged to cross-purchase from partners (which may create positive synergies), they can also switch among partners without forfeiting rewards (which may lead to the cannibalization of sales among partners). To explore these cross-partner effects, we analyze the evolution of customer purchases in a partnership LP across 33 partners from 16 industry sectors. We find that cannibalizations arise more frequently than synergies among partners, contributing to a “rich-get-richer” effect for high-penetration partners; e.g., 10% increase in transactions at department stores reduce transactions at apparel partners (by .04% for new transactions and by 1.18% for recurring customers); but in turn, they attract positive synergies from apparel (.11% increase in transactions by new customers and .37% for recurring transactions).

Alfirevic, Niksa; Pavicic, Jurica, Dorotic, Matilda & Pavlovic, Danijela Krizman (2015)

Local civil-mindedness on the internet as the basis for fundraising segmentation: Sociological, marketing determinants and the empirical analysis

Ekonomska Istrazivanja-Economic Research, 28(1), s. 45- 62. Doi: 10.1080/1331677X.2015.1022389

Breugelmans, Els; Bijmolt, Tammo H.A., Zhang, Jie, Basso, Leonardo J., Dorotic, Matilda, Kopalle, Praveen, Minnema, Alec, Mijnlieff, Willem Jan & Wünderlich, Nancy V. (2015)

Advancing Research on Loyalty Programs: A Future Research Agenda

Marketing letters, 26, s. 127- 139. Doi: 10.1007/s11002-014-9311-4

Despite the growing literature on loyalty program (LP) research, many questions remain underexplored. Driven by advancements in information technology, marketing analytics, and consumer interface platforms (e.g., mobile devices), there have been many recent developments in LP practices around the world. They impose new challenges and create exciting opportunities for future LP research. The main objective of this paper is to identify missing links in the literature and to craft a future research agenda to advance LP research and practice. Our discussion focuses on three key areas: (1) LP designs, (2) Assessment of LP performance, and (3) Emerging trends and the impact of new technologies. We highlight several gaps in the literature and outline research opportunities in each area. Keywords: Loyalty program design, partnership loyalty program, performance assessment, effects of strategic behavior, customer relationship management

Dorotic, Matilda; Verhoef, Peter C., Fok, Dennis & Bijmolt, Tammo H.A. (2014)

Reward redemption effects in a loyalty program when customers choose how much and when to redeem

International Journal of Research in Marketing, 31(4), s. 339- 355. Doi: 10.1016/j.ijresmar.2014.06.001

Dorotic, Matilda & Olsen, Line Lervik (2013)

Hvordan kan bedrifter gjøre best nytte av kundelojalitetsprogrammer? :

Magma - Tidsskrift for økonomi og ledelse, 16(4), s. 50- 59.

French, Sally & Dorotic, Matilda (2019)

Wirecutter/New York Times: "Romance, Heartbreak, and the Southwest Companion Pass", Money - Making Credit Work For You. link: https://thewirecutter.com/money/credit-cards/rewards-mania-companion-pass/

The New York Times, Wirecutter (product review arm of NYT) [Avis]

Pedersen, Pia Beate & Dorotic, Matilda (2014)

En kunst å skape lojale kunder

Finansavisen. Mediaplanet & www.norskkundelojalitet.no [Fagblad]

Dorotic, Matilda (2019)

Keeping Loyalty Programs Fit for the Digital Age

[Popular scientific article]. NIM Marketing Intelligence Review, 11(1) Doi: 10.2478/nimmir-2019-0004 - Full text in research archive

Dorotic, Matilda (2017)

It Pays to Pay Smart: Customer benefits of introducing Cashless App Payments; by Matilda Dorotic; Koen Pauwels Special Session Paper: Customer Management: From Pay & Satisfaction To Retention & Recommendation

[Academic lecture]. EMAC 2017.

Dorotic, Matilda (2017)

Unlocked Versus Locked-In Customers’ Value In Contractual Setting. EMAC 2017, by Matilda Dorotic; Evert De Haan; Socrates Mokkas

[Academic lecture]. EMAC 2017.

Dorotic, Matilda (2014)

Customers who redeem their rewards in loyalty programs buy more

[Popular scientific article]. ScienceNordic.com

Dorotic, Matilda (2014)

Reward Redemption Effects in a Loyalty Program When Customers Choose When and How Much To Redeem

[Academic lecture]. EMAC - European Marketing Association Conference.