Os efeitos da atratividade e lealdade no uso de estratégia de cashback

Abstract

Over the years, there has been a significant increase in competitiveness between brands, increasingly seeking a space in the minds and hearts of consumers. Therefore, loyalty programs are one of the strategies adopted with the aim of solidifying and maintaining customer relationships and loyalty. Within these programs is the cashback strategy, one of the most current practices that has gained prominence in recent years, both in academia and in brand management, as it has a significant impact on consumers' purchasing decisions. Most of the published studies focused on analyzing cashback sites and the affiliation model present in them. There are no studies involving single brand loyalty and cashback programs, compared to cashback sites that have multi-brand retailers. With the aim of filling this gap, the present study sought to analyze the effects of using the cashback strategy by multi-brand retailers and single-brand retailers along with the behavioral actions of consumers, analyzing the effects of the cashback program, and the moderation of time spent reward, consumer attractiveness and loyalty. To this end, an experimental study was carried out with two multi-brand scenarios and two single-brand scenarios. Participants were exposed to different possibilities of cashback percentage, size of the mix offered by the retailer, diversity of brands available, different time and location proposals for receipt. and time to use the returned value, and different channels for using the benefit. The results showed that a multi-brand retailer's cashback program is more attractive and generates greater loyalty than a single brand's. The moderation carried out proved that the time to receive cashback reimbursement is attractive in the single-brand scenario, and that multi-brand and single-brand moderate the relationship with loyalty. The moderation of time for using the returned cashback value proved that multi-brands are attractive and single-brands are not, and that multi-brands and single-brands moderate the relationship with loyalty. This study contributes to the Academy's greater understanding of the topic of cashback, and the potential of this strategy to boost customer loyalty.