Impacts of Reward Accrual Effort on Redemption Behavior in a Multi-Vendor Loyalty ProgramImpacts of Reward Accrual Effort on Redemption Behavior in a Multi-Vendor Loyalty Program
- Other Titles
- Impacts of Reward Accrual Effort on Redemption Behavior in a Multi-Vendor Loyalty Program
- Authors
- 김지윤; 이장혁; 김상용
- Issue Date
- 2017
- Publisher
- 한국마케팅학회
- Keywords
- Effort level; Redemption behavior; Multi-vendor loyalty program
- Citation
- 아시아마케팅저널, v.18, no.4, pp.77 - 98
- Indexed
- KCI
- Journal Title
- 아시아마케팅저널
- Volume
- 18
- Number
- 4
- Start Page
- 77
- End Page
- 98
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/85480
- ISSN
- 1598-7868
- Abstract
- This research explores two key facets of behavior (reward point accrual and redemption) that consist of a loyalty program. It focuses on assessing the impact of accrual effort level on three types of redemption behavior: speed, unit size, and hedonic preference at the individual level by using large scale transaction data from a multi-vendor loyalty program providing flexible environment for point accrual and redemption. Findings from this research demonstrate that customers tend 1) to speed up point redemption, 2) to enlarge the size of redeemed points, and 3) to prefer utilitarian rewards as the level of effort at the accrual stage of reward point increases.
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Collections - Korea University Business School > Department of Business Administration > 1. Journal Articles
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