Antecedents to loyalty point redemption: Implications for customer equity management
- Authors
- Hwang, Joon Ho; Chung, Jaiho; Kim, Jae Wook; Lee, Dongwon; Yoo, Weon Sang
- Issue Date
- 9월-2016
- Publisher
- ELSEVIER SCIENCE INC
- Keywords
- Customer equity; Demographic characteristics; Loyalty program; Online channel; Point redemption
- Citation
- JOURNAL OF BUSINESS RESEARCH, v.69, no.9, pp.3731 - 3739
- Indexed
- SSCI
SCOPUS
- Journal Title
- JOURNAL OF BUSINESS RESEARCH
- Volume
- 69
- Number
- 9
- Start Page
- 3731
- End Page
- 3739
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/87573
- DOI
- 10.1016/j.jbusres.2015.12.065
- ISSN
- 0148-2963
- Abstract
- This study examines the determinants of member customers' decision to redeem versus accumulate loyalty program (LP) points by focusing on the effects of the different transaction channels (online versus offline) and the demographic information of member customers. This study finds that transactions that occur through online channels and those made by younger customers demonstrate a greater tendency of redeeming LP points as opposed to accumulating them. This study also finds that online channels show a moderating role by mitigating the demographic effects on member customers' point redemption behavior. These findings allow LP providers to predict future LP point balances by analyzing their main transaction channels and the demographic profiles of member customers. (C) 2016 Elsevier Inc. All rights reserved.
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Collections - Korea University Business School > Department of Business Administration > 1. Journal Articles
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