From ambivalence to trust: Using blockchain in customer loyalty programs

Global initiatives on climate protection and national sustainability policies are accelerating the replacement of fossil fuels with renewable energy sources. Many electricity suppliers engaged in efforts to monetize this transition ‘green’ services products, such as Green Electricity Tariffs. These promise customers that their supply includes a specific share green electricity, yet since often fail deliver those promises, many have lost trust suppliers. Further information asymmetries may not only exacerbate loss trust, but also spark distrust lead an overall feeling ambivalence. Eventually, ambivalent feel inclined switch To prevent domino effect, must eliminate ambivalence by increasing customer reducing distrust. Here, we discuss how these challenges can be met loyalty program built blockchain technology. We developed following Design Science Research approach facilitated refinement four iteration evaluation cycles. Our results indicate restores reduces distrust, resolves providing features: improved agency, sufficient verifiable information, appropriate levels usability, unobstructed data access. • examine effects loyalty. design evaluate blockchain-based for customers. find restore reduce resolve conclude highly effective tool strengthen