Fuzzy set qualitative comparative analysis of loyalty programmes powered with blockchain via an UTAUT2 framework

(1) Background: Loyalty programmes are business strategies aimed at increasing customer fidelity to brands. One of the most promising technologies of the 21st century is blockchain, whose application to the management of loyalty programmes can increase transparency and reliability, enable interopera...

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Detalhes bibliográficos
Autores: Arias Oliva, Mario, Gené Albesa, Jaume, de Andrés Sánchez, Jorge, Llorens Marín, Miguel
Formato: artículo
Fecha de publicación:2024
País:España
Recursos:Universidad Complutense de Madrid (UCM)
Repositorio:Docta Complutense
Idioma:inglés
OAI Identifier:oai:docta.ucm.es:20.500.14352/113579
Acesso em linha:https://hdl.handle.net/20.500.14352/113579
Access Level:acceso abierto
Palavra-chave:Blockchain technology
Loyalty programmes
Blockchain-based loyalty programmes
UTAUT2
Technology acceptance models
Complexity theory
Configurational analysis
Fuzzy set qualitative comparative analysis
Marketing
Tecnología de la información (Ciencias de la Información)
5311.05 Marketing (Comercialización)
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oai_identifier_str oai:docta.ucm.es:20.500.14352/113579
network_acronym_str ES
network_name_str España
repository_id_str
spelling Fuzzy set qualitative comparative analysis of loyalty programmes powered with blockchain via an UTAUT2 frameworkArias Oliva, MarioGené Albesa, Jaumede Andrés Sánchez, JorgeLlorens Marín, MiguelBlockchain technologyLoyalty programmesBlockchain-based loyalty programmesUTAUT2Technology acceptance modelsComplexity theoryConfigurational analysisFuzzy set qualitative comparative analysisMarketingTecnología de la información (Ciencias de la Información)5311.05 Marketing (Comercialización)(1) Background: Loyalty programmes are business strategies aimed at increasing customer fidelity to brands. One of the most promising technologies of the 21st century is blockchain, whose application to the management of loyalty programmes can increase transparency and reliability, enable interoperability, and facilitate centralised management. (2) Methods: This study evaluates the antecedents of the acceptance of blockchain-based loyalty programmes (BBLPs) using a model grounded in the technology acceptance model UTAUT2. The four basic constructs of UTAUT, which we call the UTAUT-baseline, are considered explanatory factors: performance expectancy (PER), effort expectancy (EFF), social influence (SOC), and facilitating conditions (FAC). Additionally, we consider the constructs introduced in UTAUT2: hedonic motivation (HED) and perceived price value (PRI), to which we add innovativeness (INN) and trust (TRU), and we refer to these as UTAUT-extended, along with the moderating variables of UTAUT and UTAUT2: gender, age, and experience. The analytical approach used is complexity theory, which aims to capture the configurations that lead to both acceptance and rejection positions regarding BBLPs. This analysis is performed via fuzzy set qualitative comparative analysis (fsQCA). (3) Results: Eight explanatory configurations of the acceptance of BBLPs have been obtained, in which the presence of all UTAUT-baseline and UTAUT-extended constructs is a condition in at least three prime implicates. The constructs with the greatest presence as core conditions are PER, EFF, and TRU. On the other hand, nine configurations leading to the rejection of BBLPs have been identified. The absence of all UTAUT-baseline and UTAUT-extended variables is a condition in at least three configurations. The core conditions with the greatest presence in the rejection of BBLPs are the lack of FAC, HED, and PRI. (4) Practical implications: The results obtained are of great interest to business owners, as they allow for the characterisation of different profiles of people potentially engaged with BBLPs, as well as the profiles of consumers reluctant to adopt them.MDPIUniversidad Complutense de Madrid20242024-11-2920242024-11-29journal articlehttp://purl.org/coar/resource_type/c_6501VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/20.500.14352/113579reponame:Docta Complutenseinstname:Universidad Complutense de Madrid (UCM)Ingléseng42.DB.00.18.00 Not available Not availableopen accesshttp://purl.org/coar/access_right/c_abf2Attribution-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nd/4.0/info:eu-repo/semantics/openAccessoai:docta.ucm.es:20.500.14352/1135792026-06-02T12:44:21Z
dc.title.none.fl_str_mv Fuzzy set qualitative comparative analysis of loyalty programmes powered with blockchain via an UTAUT2 framework
title Fuzzy set qualitative comparative analysis of loyalty programmes powered with blockchain via an UTAUT2 framework
spellingShingle Fuzzy set qualitative comparative analysis of loyalty programmes powered with blockchain via an UTAUT2 framework
Arias Oliva, Mario
Blockchain technology
Loyalty programmes
Blockchain-based loyalty programmes
UTAUT2
Technology acceptance models
Complexity theory
Configurational analysis
Fuzzy set qualitative comparative analysis
Marketing
Tecnología de la información (Ciencias de la Información)
5311.05 Marketing (Comercialización)
title_short Fuzzy set qualitative comparative analysis of loyalty programmes powered with blockchain via an UTAUT2 framework
title_full Fuzzy set qualitative comparative analysis of loyalty programmes powered with blockchain via an UTAUT2 framework
title_fullStr Fuzzy set qualitative comparative analysis of loyalty programmes powered with blockchain via an UTAUT2 framework
title_full_unstemmed Fuzzy set qualitative comparative analysis of loyalty programmes powered with blockchain via an UTAUT2 framework
title_sort Fuzzy set qualitative comparative analysis of loyalty programmes powered with blockchain via an UTAUT2 framework
dc.creator.none.fl_str_mv Arias Oliva, Mario
Gené Albesa, Jaume
de Andrés Sánchez, Jorge
Llorens Marín, Miguel
author Arias Oliva, Mario
author_facet Arias Oliva, Mario
Gené Albesa, Jaume
de Andrés Sánchez, Jorge
Llorens Marín, Miguel
author_role author
author2 Gené Albesa, Jaume
de Andrés Sánchez, Jorge
Llorens Marín, Miguel
author2_role author
author
author
dc.contributor.none.fl_str_mv Universidad Complutense de Madrid
dc.subject.none.fl_str_mv Blockchain technology
Loyalty programmes
Blockchain-based loyalty programmes
UTAUT2
Technology acceptance models
Complexity theory
Configurational analysis
Fuzzy set qualitative comparative analysis
Marketing
Tecnología de la información (Ciencias de la Información)
5311.05 Marketing (Comercialización)
topic Blockchain technology
Loyalty programmes
Blockchain-based loyalty programmes
UTAUT2
Technology acceptance models
Complexity theory
Configurational analysis
Fuzzy set qualitative comparative analysis
Marketing
Tecnología de la información (Ciencias de la Información)
5311.05 Marketing (Comercialización)
description (1) Background: Loyalty programmes are business strategies aimed at increasing customer fidelity to brands. One of the most promising technologies of the 21st century is blockchain, whose application to the management of loyalty programmes can increase transparency and reliability, enable interoperability, and facilitate centralised management. (2) Methods: This study evaluates the antecedents of the acceptance of blockchain-based loyalty programmes (BBLPs) using a model grounded in the technology acceptance model UTAUT2. The four basic constructs of UTAUT, which we call the UTAUT-baseline, are considered explanatory factors: performance expectancy (PER), effort expectancy (EFF), social influence (SOC), and facilitating conditions (FAC). Additionally, we consider the constructs introduced in UTAUT2: hedonic motivation (HED) and perceived price value (PRI), to which we add innovativeness (INN) and trust (TRU), and we refer to these as UTAUT-extended, along with the moderating variables of UTAUT and UTAUT2: gender, age, and experience. The analytical approach used is complexity theory, which aims to capture the configurations that lead to both acceptance and rejection positions regarding BBLPs. This analysis is performed via fuzzy set qualitative comparative analysis (fsQCA). (3) Results: Eight explanatory configurations of the acceptance of BBLPs have been obtained, in which the presence of all UTAUT-baseline and UTAUT-extended constructs is a condition in at least three prime implicates. The constructs with the greatest presence as core conditions are PER, EFF, and TRU. On the other hand, nine configurations leading to the rejection of BBLPs have been identified. The absence of all UTAUT-baseline and UTAUT-extended variables is a condition in at least three configurations. The core conditions with the greatest presence in the rejection of BBLPs are the lack of FAC, HED, and PRI. (4) Practical implications: The results obtained are of great interest to business owners, as they allow for the characterisation of different profiles of people potentially engaged with BBLPs, as well as the profiles of consumers reluctant to adopt them.
publishDate 2024
dc.date.none.fl_str_mv 2024
2024-11-29
2024
2024-11-29
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
VoR
http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/20.500.14352/113579
url https://hdl.handle.net/20.500.14352/113579
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.relation.none.fl_str_mv 42.DB.00.18.00 Not available Not available
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nd/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv MDPI
publisher.none.fl_str_mv MDPI
dc.source.none.fl_str_mv reponame:Docta Complutense
instname:Universidad Complutense de Madrid (UCM)
instname_str Universidad Complutense de Madrid (UCM)
reponame_str Docta Complutense
collection Docta Complutense
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,812455

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