Table 2 Coding scheme Drivers N Blocks...

Table 2

Coding scheme

Drivers	N	Blocks STS theory	N	Themes	N	Categories	Bright and dark side
Technological drivers	42	DATA AND TECHNOLOGY	26	Analysis and enhancement of loyalty data	12	In-depth and real-time analysis of loyalty data	Bright Side
					6	Predictive analytics on customer behavior	Bright Side
					6	Data management and data privacy	Dark Side
					2	Loss of control over data due to AI	Dark Side
			16	Adoption and technological innovation in loyalty	6	Long learning curve with respect to technology	Dark Side
					6	Technological advances and experimentation in the use of AI in loyalty programs	Bright Side
					4	High initial investments in adopting AI in loyalty programs	Dark Side
Organizational drivers	30	PROCESS	13	Simplification, automation, and challenges of AI in processes	6	Difficulties in implementing AI at different organizational levels	Dark Side
					5	Streamlining and acceleration of certain LP processes	Bright Side
					2	Automation of loyalty processes	Bright Side
			10	Operational and logistical management of loyalty programs	8	Logistical efficiency of goods and rewards for LP	Bright Side
			10	Operational and logistical management of loyalty programs	2	Avoid product waste	Bright Side
			7	Predictive process management	4	Better prediction and management of churn	Bright Side
			7	Predictive process management	3	Predictive pricing of promotions to encourage loyalty	Bright Side
	15	STRUCTURE	9	Governance and strategic alignment of loyalty	4	Improvement in strategic decision-making	Bright Side
			9	Governance and strategic alignment of loyalty	5	Integrating AI in a consistent way respect corporate strategy	Bright Side
			6	Complexity and alignment of skills for the use of AI in loyalty programs	4	Possible error or poor forecasting due to the business's complexity	Dark Side
			6		2	Error resulting from poor learning or approximation	Dark Side
	14	CULTURE	11	Culture and transformation in loyalty	6	Difficulties in accepting AI	Dark Side
					3	Need for cultural change to overcome corporate resistance to AI	Dark Side
					2	Learning and training requirements	Bright Side
			3	Ethics and responsibility in loyalty	3	Ethical concerns	Dark Side
Human drivers	32	PEOPLE	17	Customer service and loyalty support	13	Faster customer care	Bright Side
			17	Customer service and loyalty support	4	Automatic recommendation system	Bright Side
			15	Relevance of the human factor and relationships in loyalty	7	Lack of emotional and critical intelligence typical of human beings	Dark Side
					4	Strength of human relationships with staff in certain areas of business	Dark Side
					2	Threat of staff replacement	Dark Side
					2	Compensate for staff shortages	Bright Side
Motivational drivers	40	GOALS	17	Personalization and better consumer knowledge	11	Customization of LP initiatives	Bright Side
			17	Personalization and better consumer knowledge	6	Better consumer knowledge and segmentation	Bright Side
			12	Content and communication in loyalty	9	Generation of a lot of LP content, including one-to-one	Bright Side
			12	Content and communication in loyalty	3	Risk of excessive loyalty communication	Dark Side
			11	Data-driven forecasting and optimization	7	Better forecasts and predictions	Bright Side
					2	Optimization of activities and loyalty initiatives	Bright Side
					2	Algorithmic bias	Dark Side

Drivers	N	Blocks STS theory	N	Themes	N	Categories	Bright and dark side
Technological drivers	42	DATA AND TECHNOLOGY	26	Analysis and enhancement of loyalty data	12	In-depth and real-time analysis of loyalty data	Bright Side
					6	Predictive analytics on customer behavior	Bright Side
					6	Data management and data privacy	Dark Side
					2	Loss of control over data due to AI	Dark Side
			16	Adoption and technological innovation in loyalty	6	Long learning curve with respect to technology	Dark Side
					6	Technological advances and experimentation in the use of AI in loyalty programs	Bright Side
					4	High initial investments in adopting AI in loyalty programs	Dark Side
Organizational drivers	30	PROCESS	13	Simplification, automation, and challenges of AI in processes	6	Difficulties in implementing AI at different organizational levels	Dark Side
					5	Streamlining and acceleration of certain LP processes	Bright Side
					2	Automation of loyalty processes	Bright Side
			10	Operational and logistical management of loyalty programs	8	Logistical efficiency of goods and rewards for LP	Bright Side
			10	Operational and logistical management of loyalty programs	2	Avoid product waste	Bright Side
			7	Predictive process management	4	Better prediction and management of churn	Bright Side
			7	Predictive process management	3	Predictive pricing of promotions to encourage loyalty	Bright Side
	15	STRUCTURE	9	Governance and strategic alignment of loyalty	4	Improvement in strategic decision-making	Bright Side
			9	Governance and strategic alignment of loyalty	5	Integrating AI in a consistent way respect corporate strategy	Bright Side
			6	Complexity and alignment of skills for the use of AI in loyalty programs	4	Possible error or poor forecasting due to the business's complexity	Dark Side
			6		2	Error resulting from poor learning or approximation	Dark Side
	14	CULTURE	11	Culture and transformation in loyalty	6	Difficulties in accepting AI	Dark Side
					3	Need for cultural change to overcome corporate resistance to AI	Dark Side
					2	Learning and training requirements	Bright Side
			3	Ethics and responsibility in loyalty	3	Ethical concerns	Dark Side
Human drivers	32	PEOPLE	17	Customer service and loyalty support	13	Faster customer care	Bright Side
			17	Customer service and loyalty support	4	Automatic recommendation system	Bright Side
			15	Relevance of the human factor and relationships in loyalty	7	Lack of emotional and critical intelligence typical of human beings	Dark Side
					4	Strength of human relationships with staff in certain areas of business	Dark Side
					2	Threat of staff replacement	Dark Side
					2	Compensate for staff shortages	Bright Side
Motivational drivers	40	GOALS	17	Personalization and better consumer knowledge	11	Customization of LP initiatives	Bright Side
			17	Personalization and better consumer knowledge	6	Better consumer knowledge and segmentation	Bright Side
			12	Content and communication in loyalty	9	Generation of a lot of LP content, including one-to-one	Bright Side
			12	Content and communication in loyalty	3	Risk of excessive loyalty communication	Dark Side
			11	Data-driven forecasting and optimization	7	Better forecasts and predictions	Bright Side
					2	Optimization of activities and loyalty initiatives	Bright Side
					2	Algorithmic bias	Dark Side

Source(s): Authors’ elaboration

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