Motivation is a key aspect that drives users to participate in Loyalty programs. However, motivation itself is influenced by four different factors these include,
These are important for marketing departments or loyalty strategists to understand customer motivation and how it influences customer behaviour.
Commitment is defined by ‘the sense that a goal is valuable and that the expectancy of attaining the goal is as high as a result of the initial pursuit’ (Fishbein and Ajzen, 1974; Vroom, 1964).
Brands offering rewards as part of their loyalty program can appeal to customer’s motivations to reach each goal.
When a customer thinks positive about the ability to reach the goal, they will be more committed to the program and therefore more motivated to participate.
Progress is defined by ‘the perception of moving forward on a goal and reducing the discrepancy between the current state and the desired state'(Carver and Sheier, 1998; Higgins, 1987).
Similarly, to commitment people are motivated by the fact they are making progress towards a goal.
Point’s promotion loyalty programs enable customers to collect points to use for certain items or products.
The customer will be more motivated if he comes closer to his goal.
“Emotions are changes in the body state that impact psychological processes thereby resulting in expression of feelings and observable behavioural reactions.”(Sahney)
There are eight kinds of emotions that can be grouped in four pairs. There is a positive and negative emotion in each pair.
Emotions can be mild or strong and can last for short- periods or long periods of time. They have a two-way relationship with
(i) motivational states; and (ii) cognitive processing capabilities.
A good understanding of these various emotions can aid marketer’s ability to implement positive stimulants into their loyalty program design to encourage positive emotions and connotations with the loyalty program.
Moods are the most difficult factor in determining because they can be affected by numerous external variables.
However, they are important because they can influence positively or negatively on motivation.
It is important for marketers to understand that moods are short term feelings and they are difficult to manipulate but they are still a factor that has an influence on a customer experience with loyalty programs.
Interestingly, understanding these factors could contribute greatly to the success of a brand’s loyalty program.
Determining what influences different types of customers to participate could strengthen loyalty program participation and create a fully engaged community.