The Paradox of Points: Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs

$15.99

The Paradox of Points: Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs
Authors: Sören Köcher (auth.)
Year: 2015
Publisher: Gabler Verlag
Language: english
ISBN 13: 9783658095420
ISBN 10: 3658095423
Categories: Business and Economics, Sales and Marketing
Pages: 60
Edition: 1

Availability: 5000 in stock

SKU: 9783658095420 Categories: ,

The Paradox of Points: Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs Sören Köcher (auth.)
In his research, Sören Köcher provides valuable insights on the paradoxical effects of the magnitude of a loyalty program medium—i.e. the sheer number of points, miles, or stamps credited for every purchase and required for reward redemption—on the central consumer decisions in loyalty program memberships. In sum, the results of twelve empirical studies reveal that high magnitude currencies improve the attractiveness of medium collection but entail reluctant medium spending behavior. These findings provide important implications for a more efficient usage of loyalty programs in business practices. In addition, this dissertation discovers a violation of one of the most fundamental assumptions of rational choice theory and thus contributes to a better understanding of when and why people deviate from rational decision-making. Categories:
Business & Economics – Sales & Marketing
Year:
2015
Edition:
1
Publisher:
Gabler Verlag
Language:
english
Pages:
163 / 179
ISBN 10:
3658095423
ISBN 13:
9783658095420
Series:
Applied Marketing Science / Angewandte Marketingforschung
File:
91 MB

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The Paradox of Points: Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs
$15.99

Availability: 5000 in stock