Reward Redemption Momentum In A Continuous Loyalty Program (CROSBI ID 582344)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
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