AMPR Research Seminar with Dr Anne-Maree O'Rourke

Anne-Maree will share her personal post-PhD experience in landing an academic job in Australia. She will also present her paper titled: 40 years of loyalty programs: how effective are they? Generalizations from a meta‑analysis which was published in JAMS in 2022 (see abstract below).  


Despite firms’ extensive usage of loyalty programs (LPs) and decades-long academic research on their effectiveness, LPs’ effects on customer loyalty are still heavily debated. We perform a comprehensive meta-analysis of loyalty programs across various LP designs and industries, and spanning different performance metrics to identify moderators of LP effectiveness. Based on a data set with 429 effect sizes, published or available between 1990 and 2020, we find strong evidence that LPs enhance customer loyalty. However, while LPs particularly enhance behavioral loyalty, shifting consumers’ attitudinal loyalty is more challenging. Further, LP effectiveness differs systematically depending on LP design characteristics (LP structure, reward content and delivery) and industry characteristics. These effects are enabled by both cognitive and affective drivers, acting sequentially, as underlying mechanisms. Despite a wide range of methodologies investigating LPs’ effectiveness, methodological choices have little impact on the substantive results. We develop a comprehensive research agenda and managerial implications.


Presentation Recording:

AMPR Research Seminar with Dr Anne-Maree O’Rourke | Dr Anne-Maree O’Rourke (UQ Business School)

About The Speaker:

Dr Anne-Maree O’Rourke, Lecturer in Marketing, UQ Business School

Anne-Maree O’Rourke is a Lecturer in Marketing at the UQ Business School. She holds a PhD (University of Technology Sydney), a Master of Business Administration (Macquarie Graduate School of Management) and a Bachelor of Commerce (University of New South Wales). Her primary research interests lie in the areas of brand strategy and management (e.g. importance of brand differentiation and brand consistency; use of celebrity endorsers), loyalty (e.g. drivers of loyalty program effectiveness) and promoting diversity, equity and inclusion in the marketplace (e.g. how to reduce the negative impact of racial stereotypes in service settings). Her research has been published in the Journal of the Academy of Marketing Science, Journal of Marketing Management and Journal of Consumer Marketing. Anne-Maree also brings over 12 years of management and consulting experience in marketing, market research and branding into both her research and teaching, having worked with a vast range of commercial brands and government entities including Kimberly-Clark, Yahoo!, Telstra, FOXTEL, QSuper and The Department of Transport and Main Roads (QLD State Gov.) prior to entering academia full-time.


Location: Online (via Zoom)
Start Date: 03/11/2022 [add to calendar]
Start Time: 9am (AEST)
End Date: 03/11/2022
End Time: 10am (AEST)
Cost: FREE
Organiser: QUT School of Advertising, Marketing and Public Relations