Companies offer loyalty program believe that their loyalty program will create long run positive effect on customer evaluation and behavior .this paper is on genders preferences towards loyalty programs benefits, emphasizes the importance of psychological rewards and special treatment and economic benefits (flat discounts and redeem points). However, it is not clear if male and female customers respond to these incentives in a similar way. We explore the differential effect for female versus male consumers of two psychological rewards that are provided through a loyalty program (a) high status (e.g., Gold membership), and (b) personalization, at different levels of visibility to other consumers. And economic benefits (a) flat discounts and (b) redeem points on future purchase.
From the qualitative and quantitative study, we find a coherent pattern of gender differences in the way customers respond to different types of psychological rewards and economic rewards in the context of loyalty programs. The results show that men respond more positively than women to loyalty programs that emphasize status, but only when their higher status is highly visible to others. In contrast, women respond.