Naslov
Reward Redemption Momentum In A Continuous Loyalty Program

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

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of the 40th EMAC conference: The Day After – Inspiration, Innovation, Implementation / - Ljubljana : University of Ljubljana, Slovenia, 2011

ISBN
978-961-240-211-2

Skup
The 40th EMAC conference

Mjesto i datum
Ljubljana, Slovenija, 24.05.2011. - 27.05.2011

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Loyalty Program; Reward Redemption; Sample Selection Modelling

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA