Refocusing Loyalty Programs in the Era of Big Data: A Societal Lens Paradigm

Stourm, Valeria, Scott Neslin, Eric T. Bradlow, Els Breugelmans, So Yeon Chun, Pedro Gardete, P.K. Kannan, Praveen Kopalle, Young-Hoon Park, David Restrepo Amariles, Raphael Thomadsen, Yuping Liu-Thompkins, Rajkumar Venkatesan (2020) Marketing Letters, published online June 2, 2020.

16 Pages Posted: 1 Jul 2020 Last revised: 31 Jul 2020

See all articles by Valeria Stourm

Valeria Stourm

HEC Paris

Scott Neslin

Dartmouth College - Tuck School of Business

Eric Bradlow

University of Pennsylvania - Marketing Department

Els Breugelmans

KU Leuven @ Antwerp

So Yeon Chun

INSEAD; Georgetown University - Robert Emmett McDonough School of Business

Pedro Gardete

Nova School of Business and Economics

P.K. Kannan

University of Maryland - Robert H. Smith School of Business

Praveen K. Kopalle

Dartmouth College - Tuck School of Business

Young-Hoon Park

Cornell University - Samuel Curtis Johnson Graduate School of Management

David Restrepo-Amariles

HEC Paris - Tax & Law

Raphael Thomadsen

Olin School - Washington University in St. Louis

Yuping Liu‐Thompkins

Old Dominion University

Rajkumar Venkatesan

University of Virginia - Darden School of Business

Date Written: June 2, 2020

Abstract

Big data and technological change have enabled loyalty programs to become more prevalent and complex. How these developments influence society has been overlooked, both in academic research and in practice. We argue why this issue is important and propose a framework to refocus loyalty programs in the era of big data through a societal lens. We focus on three aspects of the societal lens—inequality, privacy, and sustainability. We discuss how loyalty programs in the big data era impact each of these societal factors, and then illustrate how, by adopting this societal lens paradigm, researchers and practitioners can generate insights and ideas that address the challenges and opportunities that arise from the interaction between loyalty programs and society. Our goal is to broaden the perspectives of researchers and managers so they can enhance loyalty programs to address evolving societal needs.

Keywords: Loyalty programs; Inequality; Privacy; Sustainability; Big data

JEL Classification: M30; M31; M38

Suggested Citation

Stourm, Valeria and Neslin, Scott and Bradlow, Eric and Breugelmans, Els and Chun, So Yeon and Gardete, Pedro and Kannan, Pallassana and Kopalle, Praveen K. and Park, Young-Hoon and Restrepo-Amariles, David and Thomadsen, Raphael and Liu-Thompkins, Yuping and Venkatesan, Rajkumar, Refocusing Loyalty Programs in the Era of Big Data: A Societal Lens Paradigm (June 2, 2020). Stourm, Valeria, Scott Neslin, Eric T. Bradlow, Els Breugelmans, So Yeon Chun, Pedro Gardete, P.K. Kannan, Praveen Kopalle, Young-Hoon Park, David Restrepo Amariles, Raphael Thomadsen, Yuping Liu-Thompkins, Rajkumar Venkatesan (2020) Marketing Letters, published online June 2, 2020. , Available at SSRN: https://ssrn.com/abstract=3623077

Valeria Stourm (Contact Author)

HEC Paris ( email )

1 rue de la Liberation
Jouy-en-Josas Cedex, 78351
France

Scott Neslin

Dartmouth College - Tuck School of Business ( email )

Hanover, NH 03755
United States

Eric Bradlow

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States
215-898-8255 (Phone)

Els Breugelmans

KU Leuven @ Antwerp ( email )

Department of Business Studies
Korte Nieuwstraat 33
Antwerp, 2000
Belgium

So Yeon Chun

INSEAD ( email )

Boulevard de Constance
Fontainebleau
France

Georgetown University - Robert Emmett McDonough School of Business ( email )

3700 O Street, NW
Washington, DC 20057
United States

Pedro Gardete

Nova School of Business and Economics ( email )

Rua da Holanda, 1
Carcavelos, Lisbon 2775-405
Portugal

HOME PAGE: http://pedrogardete.com

Pallassana Kannan

University of Maryland - Robert H. Smith School of Business ( email )

Department of Marketing
College Park, MD 20742-1815
United States
301-405-2188 (Phone)
301-405-0146 (Fax)

Praveen K. Kopalle

Dartmouth College - Tuck School of Business ( email )

100 Tuck Hall
Hanover, NH 03755
United States
603-646-3612 (Phone)
603-646-1308 (Fax)

Young-Hoon Park

Cornell University - Samuel Curtis Johnson Graduate School of Management ( email )

Ithaca, NY 14853-6201
United States
(607) 255-3217 (Phone)

David Restrepo-Amariles

HEC Paris - Tax & Law ( email )

1 rue de la Libération
Jouy-en-Josas Cedex, 78351
France

Raphael Thomadsen

Olin School - Washington University in St. Louis ( email )

One Brookings Drive
Campus Box 1133
St. Louis, MO 63130-4899
United States

Yuping Liu-Thompkins

Old Dominion University ( email )

Norfolk, VA 23529-0222
United States

Rajkumar Venkatesan

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

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