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Reward Redemption Momentum In A Continuous Loyalty Program (CROSBI ID 582344)

Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija

Dorotić, Matilda ; Verhoef, Peter C. ; Bijmolt, Tammo H.A. Reward Redemption Momentum In A Continuous Loyalty Program // Proceedings of the 40th EMAC conference: The Day After – Inspiration, Innovation, Implementation. Ljubljana: University of Ljubljana, Slovenia, 2011

Podaci o odgovornosti

Dorotić, Matilda ; Verhoef, Peter C. ; Bijmolt, Tammo H.A.

engleski

Reward Redemption Momentum In A Continuous Loyalty Program

An important gap in the knowledge exists on the effects of loyalty program reward redemption on cardholders’ purchase behavior. We found evidence of increases in purchase behavior due to rewarding, which occur even when members do not experience explicit switching costs, because they have sufficient amount of LP points. In anticipation of the reward, a cardholder on average increases purchase incidence by 4.8 percent and spending by 3.9 percent. Subsequently, increased purchase behavior carries over to post-rewarding period, resulting in average 4.6 percent higher likelihood of purchasing and 2.8 percent more spending. The positive effects of rewarding in loyalty programs are triggered by the reward redemption momentum itself rather than by a specific type of a reward or cardholders’ purchase levels or satisfaction.

Loyalty Program; Reward Redemption; Sample Selection Modelling

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Podaci o prilogu

2011.

objavljeno

Podaci o matičnoj publikaciji

Proceedings of the 40th EMAC conference: The Day After – Inspiration, Innovation, Implementation

Ljubljana: University of Ljubljana, Slovenia

978-961-240-211-2

Podaci o skupu

The 40th EMAC conference

predavanje

24.05.2011-27.05.2011

Ljubljana, Slovenija

Povezanost rada

Ekonomija