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Hilgeman, Debra. "Understanding the relationships between loyalty program rewards and loyalty among premium customers." Thesis, TUI University, 2014. http://pqdtopen.proquest.com/#viewpdf?dispub=3578572.
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<p> Loyalty programs (LPs) have become a mainstay marketing tool for many industries worldwide, with memberships often numbering in the millions. Program rewards are offered as incentives to build member loyalty, and theoretically these rewards have a perceived benefit value that generate feelings and attitudes such as satisfaction, trust, commitment and gratitude that can be antecedents of loyalty.</p><p> The question of whether loyalty programs actually generate loyalty, however, is still being debated by researchers due to conflicting data (Hallberg, 2004; Meyer-Waarden, 2006; Uncles, et al., 2003). Research indicates that focusing on premium customers may be the key to a successful loyalty program (Long & Schiffman, 2000; Yi & Jeon, 2003), but there is a lack of LP research that focuses on this top tier of customers.</p><p> This research tested hypotheses derived from existing theories to examine the relationships between program rewards and loyalty for premium customers. This included testing hypotheses about the key antecedents of loyalty—satisfaction, trust, commitment and gratitude—to determine their role in driving the performance outcome.</p><p> The gaming industry was used for a sample of 1,097 premium customers in a loyalty program. The online survey had a 43% response rate. There were seven Likert-type scales with alphas ranging from .84-.93.</p><p> Rewards were categorized as being prestige, tiered or core. The loyalty construct was operationalized as being attitudinal or behavioral.</p><p> Multiple regression was used for hypotheses testing. Key findings were that premium customers value all three of the reward categories highly. The only statistically significant difference was that prestige rewards generate higher attitudinal and behavioral loyalty than core rewards. No significant differences were observed from the control variables of age and gender.</p><p> Findings from this study indicate that companies with loyalty programs cannot afford to risk losing customer loyalty by eliminating any type of reward. However, there is also evidence that soft-cost prestige rewards could effectively replace some hard-cost tangible rewards without reducing overall program value. </p>
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Lundmark, Max. "Loyalty program in a collegial sports context: promoting student fan behavior through rewards strategies." Thesis, Malmö högskola, Fakulteten för lärande och samhälle (LS), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-35619.
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Författare: Max Lundmark Handledare: Bo Carlsson, Gun Normark. Nyckelord: Loyalty/rewards programs, reinforcement, consumer behavior. Syfte: Syftet med studien är att undersöka hur amerikanska universitet använder lojalitetsprogram. Detta görs genom att studera universitetens syfte med att använda lojalitetsprogram, och hur det påverkar vilka strategier de använder för att uppmuntra ett visst beteende i samband med sportevenemang. Metod: Studien tillämpar en kvalitativ forskningsmetod. Representanter från fyra amerikanska universitet intervjuades i samband med studien. Analysen utfördes utifrån teorin grounded theory. Teori: Studiens teoretiska ramverk utgår ifrån begrepp från psykologi- och marknadsföringsforskning. Empirisk presentation: Presenterar datainsamlingen. Resultat och slutsats: Studiens resultat indikerade att ett universitets syfte med att använda ett lojalitetsprogram starkt påverkar vilka belöningsstrategier som används. Däremot så tenderade skolorna i studien att uppmuntra liknande beteende och använda samma typ av belöningar inom deras program. Detta berodde universitetens liknande karaktärsdrag. Studien utvecklade också förståelsen kring varför ett amerikanskt universitet använder sig utav lojalitetsprogram. Resultatet visade att fördelarna av att använda ett program kunde bidrog till att locka nya studenter, vilket är fundamentalt för ett universitet. Slutligen så går det att argumnetera för att studien också bidorg med ökad kunskap inom det vetenskapliga undersökningsområdet genom att identifiera vissa svårigheter med att relatera empirin till etablerade teorier.<br>Author: Max Lundmark Handlers: Bo Carlsson, Gun Normark. Keywords/main concepts: Loyalty/rewards programs, reinforcement, consumer behavior. Purpose: The study aimed to examine how American universities use sports loyalty programs. This will be done by studying the purpose of why schools use a program, and how this affects what rewards strategies they apply to reinforce a certain student behavior at their sports events. Methodology: The study is based on a qualitative research method. Interviews were conducted with representatives at four American universities. Analysis was done using grounded theory. Theoretical framework: The study’s theoretical framework is based on concepts from psychology and marketing research. Empirical presentation: Presents data from the conducted interviews. Results and conclusion: The findings indicated that a university’s purpose of running a program strongly affects what rewards strategies they use. However, the schools included in this study tended to promote similar kind of behavior and use the same types of rewards. This was explained by their similar characteristics. The study also added knowledge to why an American university use a loyalty program. Findings showed that the benefits of using a program was strongly related to attracting new students, which is fundamental for any university. Lastly, the study also contributed to research on loyalty programs by identifying certain issues with connecting findings to established theories.
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Lidén, Sara, Tol Jessica van, and Lina Duvander. "Lojalitetsprogram inom hospitalitybranschen : Lönsamhet och effektivitet." Thesis, Örebro universitet, Restaurang- och hotellhögskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-23040.
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Lojalitetsprogram är en slags medlemsklubb där medlemmar får ta del av olika belöningar ochförmåner. Programmen kan vara ett bra hjälpmedel för företag att skaffa lojala, återkommandekunder, men det kan även vara kostsamt vid okunskap. Huvuduppgiften med programmen är attskapa en relation med gästen för att få den att återkomma, då det visat sig att lojala kunder ökarlönsamheten. Det har även visat sig att en CRM-strategi kan underlätta skapandet avkundlojalitet och lönsamhet.Syftet med uppsatsen var att redogöra och diskutera vad som påverkar ett lojalitetsprogramslönsamhet.Uppsatsen grundades i fem vetenskapliga artiklar som granskades, bearbetades ochsammanfattades utifrån uppsatsens syfte. Resultatet tog upp vikten av kundlojalitet för att skapalönsamhet inom hospitalitybranschen samt lojalitetsprogrammens effektivitet. Från artiklarnaframkom det att lojalitetsprogrammets utformning och belöningssystem hade stor betydelse förom en gäst blir lojal eller inte. Relationen som utvecklades mellan företag och gäst var även deten betydelsefull del i skapandet av lojalitet. Senare diskuterades huruvida lojalitetsprogram varen säker väg till kundlojalitet eller inte utifrån de olika faktorerna som tidigare nämndes.Sammanfattningsvis var en välstrukturerad CRM-strategi med kunskap om programmetsstruktur, belöningssystem och gemenskap viktigt vid skapandet av ett effektivt och lönsamtlojalitetsprogram.<br>B-uppsatser
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Lagervall, Caroline. "Lojalitetsprogram : En studie om konsumenternas perspektiv på lojalitetsprogram." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-67188.
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In this paper I have examined what main factors that a loyalty program should include to make customers interested and engaged in a loyalty program, and to enhance their emotional loyalty towards a brand. A qualitative method was used to study the topic through interviews with four focus groups. The data from the focus groups was analyzed together with Magids theory about high impact motivators to reach emotional loyalty. The result of the paper showed that to make customers interested to be a member in a loyalty program it has to give them good financial benefits and rewards. However, to reach the emotional loyalty through a loyalty program the most important motivators were the non-financial rewards, rather than the financial rewards. To reach emotional loyalty the loyalty program had to be more personally designed, stand out, have exclusive membership benefits, create excitement for the customers and show ethical commitment.
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Forsberg, Matilda, and Olivia Larsson. "Strävan efter kundlojalitet : Utformning av lojalitetsprogram och avgiftsbaserade medlemskap i textilbranschen." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14775.
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Utmaningarna med att befinna sig i en ständigt föränderlig bransch som mode- och textilindustrin har visat sig vara stora. Konkurrensen företag emellan ökar och kunder har därmed blivit allt mindre lojala till enskilda varumärken. För att bibehålla företagets konkurrensfördelar har strategier utvecklats för upprätthålla kundens lojalitet gentemot varumärket, bland annat i form av lojalitetsprogram. Tidigare forskning visar emellertid på inkonsekventa bevis kring hur effektiva dessa program faktiskt är och huruvida de leder till ökad kundlojalitet. Problemet har sin grund i att det finns en utbredd kunskapsbrist bland företag gällande hur man utformar ett väl fungerande lojalitetsprogram. Syftet med uppsatsen är att undersöka hur detaljhandelsföretag som säljer textila produkter på den svenska marknaden kan utforma sina lojalitetsprogram för att främja kundlojalitet. Fokus ligger på medelstora till stora företag och hur de arbetar med öppna respektive stängda lojalitetsprogram samt hur de kan använda sig utav monetära och icke-monetära förmåner inom programmet. Vidare avser uppsatsen att få en inblick i de möjligheter och begränsningar dessa företag ser med avgiftsbaserade lojalitetsprogram. För att besvara frågeställningarna tillämpas en kombination av kvalitativ och kvantitativ forskning i form av en innehållsanalys och semistrukturerade intervjuer. Resultatet visar att en öppen struktur kan vara lätt att implementera vid uppstarten av ett lojalitetsprogram. Men för att främja kundlojalitet och långsiktigt bygga relationer skulle ett stängt lojalitetsprogram kunna uppfattas som ett bättre alternativ. När det kommer till förmåner är icke-monetära förmåner bättre i avseendet att skapa en närmare relation till kunden och monetära förmåner positivt i den bemärkelsen att de resulterar i ett köp. En balans mellan dessa skulle därmed kunna resultera i en sann lojalitet gentemot varumärket. Företag ser flertalet möjligheter och begränsningar med att implementera en medlemsavgift. Till exempel tror de att avgifter skulle generera färre medlemmar. Men samtidigt finns det en tro bland företagen om att dessa medlemmar skulle bli mer lojala om de betalat för sitt medlemskap.<br>The challenges of operating within a constantly changing sector as the fashion and textile industry have proven to be extensive. Competitiveness between companies are increasing and customers have thus become less loyal to individual brands. In order to maintain the company’s competitive advantage strategies have been developed to keep customers loyal to the specific brand, often in the form of loyalty programs. However, previous research shows inconsistent evidence about the effectiveness of these programs and whether they actually lead to increased customer loyalty. The problem is based on the fact that there is a widespread lack of knowledge among companies regarding how to design a well-functioning loyalty program. Therefore, the purpose of this study is to investigate how retailers selling textile products on the Swedish market can design their loyalty programs to increase customer loyalty. Focus will be on medium to large companies and how they can work with open and closed loyalty programs as well as how they can make use of monetary and non- monetary rewards within the program. Furthermore, the study wishes to gain insight into the opportunities and limitations these companies recognize with fee-based loyalty programs. In order to answer the research questions, a combination of qualitative and quantitative research has been conducted in terms of a content analysis and semi structured interviews. The study implies that an open structure can be easy to implement when launching a loyalty program. But in order to increase customer loyalty and build long-term relationships, a closed loyalty program could be perceived as a better option. When it comes to rewards, nonmonetary rewards are better in the sense of creating a closer relationship with the customer whilst monetary rewards often results in a completed purchase. A balance between these types of rewards could thus lead to true loyalty towards a brand. The companies acknowledge both possibilities and limitations in terms of implementing a membership fee. For example, they believe that incorporating fees would generate fewer members within the loyalty program. But at the same time there is a belief amongst the companies that the customers would become more loyal if they pay for their membership.
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Brater, Ross Arthur. "Essays on Strategic Interaction via Consumer Rewards Programs." The Ohio State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=osu1397701855.
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Reinert, Cristina. "Successful Implementation of Grocery Store Loyalty Reward Programs." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/2270.
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Consumer loyalty programs are a key marketing strategy implemented across multiple industries in the United States. A successfully implemented loyalty program can benefit both the consumer and the company. The purpose of this single case study was to explore strategies that grocery store managers use to successfully deliver consumer loyalty programs. The theory of planned behavior was used as the conceptual framework to guide the study. Semistructured interviews, guided by the theory of planned behavior, were conducted with 4 participants who had direct involvement with the delivery of the consumer loyalty program, in Ocala, Florida. Data were also gathered from loyalty program documents and from reviewing the grocery store chain website. Data were transcribed and coded via Yin's 5 phases of analysis to identify themes. Mobile technology, consumer involvement, and lack of social media applications were the prominent themes that emerged during data analysis. The study findings are of interest to grocery store managers because they provide information for use in increasing store revenue, consumer satisfaction, and cost savings for grocery store chains implementing successful loyalty reward programs. Implications for positive social change include positive community initiatives and cause-related marketing campaigns.
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Ahlström, Sofia, and Niklas Wangsell. "The impact of club card on store loyalty : An empirical study of a Swedish grocery retailer." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-16241.
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The aim of this study is to investigate whether club card loyalty have an impact on customers store loyalty. A secondary purpose is to distinguish which attributes of a loyalty card that ICA’s customers prefer, with the focus on the variables; direct- versus indirect rewards, monetary- versus nonmonetary rewards, necessary- versus luxury rewards and immediate- versus delayed rewards.
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Smedley, Lisa. "Customer Perceived Value of Credit Card Rewards : A study on Canadian Consumers." Thesis, Högskolan i Gävle, Akademin för utbildning och ekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-13865.
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Abstract Title: Customer Perceived Value of Credit Card Rewards - A study on Canadian Consumers Level: Final assignment for Bachelor’s Degree in Business Administration Author: Lisa Smedley Supervisor: Jonas Kågström Date: 2013 - January Aim: The aim of this study is to investigate what influences Customer Perceived Value; where Canadian consumers’ preferences lie in terms of rewards in the Canadian credit card industry. Method: After researching previous studies and determining what constructs have been utilized prior on similar research topics, I implement a quantitative, and to some extend iterative, research approach. Through survey research, I investigate Canadian consumer preferences through a survey sample of 124 Canadian consumers in Calgary, Alberta, Canada. Result & Conclusions: One finding in the study indicates that utilitarian benefits, which provide financial gain for the card holder, are perceived by respondents as the most valuable reward. Another finding is that inexperienced credit card holders see significantly greater value in symbolic benefits than experienced card holders do. The present study does not support the theory that customer involvement influences the customer’s perception of rewards. 2 Suggestions for future research: More extensive research is needed on the subject of whether Canadian consumers’ perceived value of rewards is influenced by their level of involvement in their credit card. Also, studies involving additional factors that could possibly determine a consumer’s perception of rewards, such as income and ethnicity should be investigated for a more well-rounded understanding of customer preferences. Contribution of the thesis: The present study contributes with new findings that can be of substantial significance for Canadian financial institutions as it provides insight into what credit card rewards Canadian consumers perceive as being valuable to them. Key words: Rewards programs, credit cards, customer loyalty, perceived customer value, timing of reward, type of reward, dimension of benefit, utilitarian, hedonic, symbolic
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Fourie, Sonja. "Customer perceived benefits and loyalty programme effectiveness in the financial services industry." Thesis, University of Pretoria, 2018. http://hdl.handle.net/2263/67303.
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The effectiveness of loyalty programmes continues to be questioned, especially as their cost to firms increase together with their adoption rate across industries worldwide. Given the divergent industry specific findings predominantly focusing on the retail and airline industries, and the lack of previous consideration of important moderating variables type and timing of rewards, this study extended the research to service industries, investigating the effects of customer perceived benefits on loyalty programme effectiveness in terms of both attitudinal and behavioural loyalty.
Hypotheses established the extent to which reward design elements (customer perceived benefits and type and timing of rewards) develop customer relationships (perceived relationship investment and brand relationship quality) which are market-based assets driving future revenue for the firm, and resulted in customer loyalty in the financial services industry. A quantitative methodology and survey approach was adopted with a randomly selected stratified sample of respondents. The results supported the validity and reliability of the construct measures and a satisfactory adjusted SEM model fit.
The study provided industry-specific outcomes, indicating that social (integration with customer values), exploratory (exposure and access to relevant and timeous knowledge), monetary (financial value) and entertainment benefits drive customer loyalty in the financial services industry, with timing of rewards having no moderating impact and type of reward only impactful for consumers that prefer indirect (non-financial) exploratory and entertainment benefits. Importantly, the benefit of recognition was found not to have a significant influence. The study further supported divergent reward design elements as antecedents of customer loyalty across industries, as a result of the divergent nature of customer relationships between industries. Limitations of the research were consideration of customer characteristics, segments, and the relationship between attitudinal and behavioural loyalty.
The study’s theoretical contribution provides for a more comprehensive conceptual model of loyalty programme effectiveness, leveraging customer relationships which are grounded in market-based asset theory, as well as an empirical analysis of previously untested relationships between important variables. The research also confirms the requirement for industry-specific design elements for effective loyalty programmes. For practitioners, the findings provide guidance on design elements of an effective programme within the financial services industry.<br>Thesis (PhD)--University of Pretoria, 2018.<br>Gordon Institute of Business Science (GIBS)<br>PhD<br>Unrestricted
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Gualberto, Renato Heneine. "An analysis of the impact of the Priority Club Rewards programme on the Crowne Plaza Auckland Hotel's revenue development performance a thesis is submitted to Auckland University of Technology in partial fulfilment of the requirements for the degree of Master of International Hospitality Management (MIHM), 2007 /." Click here to access this resource online, 2007. http://aut.researchgateway.ac.nz/handle/10292/103.
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Gabel, Sebastian. "One-to-One Marketing in Grocery Retailing." Doctoral thesis, Humboldt-Universität zu Berlin, 2019. http://dx.doi.org/10.18452/20084.
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In der akademischen Fachliteratur existieren kaum Forschungsergebnisse zu One-to-One-Marketing, die auf Anwendungen im Einzelhandel ausgerichtet sind. Zu den Hauptgründen zählen, dass Ansätze nicht auf die Größe typischer Einzelhandelsanwendungen skalieren und dass die Datenverfügbarkeit auf Händler und Marketing-Systemanbieter beschränkt ist.
Die vorliegende Dissertation entwickelt neue deskriptive, prädiktive und präskriptive Modelle für automatisiertes Target Marketing, die auf Representation Learning und Deep Learning basieren, und untersucht deren Wirksamkeit in Praxisanwendungen.
Im ersten Schritt zeigt die Arbeit, dass Representation Learning in der Lage ist, skalierbar Marktstrukturen zu analysieren. Der vorgeschlagene Ansatz zur Visualisierung von Marktstrukturen ist vollständig automatisiert und existierenden Methoden überlegen. Die Arbeit entwickelt anschließend ein skalierbares, nichtparametrisches Modell, das Produktwahl auf Konsumentenebene für alle Produkte im Sortiment großer Einzelhändler vorhersagt. Das Deep Neural Network übertrifft die Vorhersagekraft existierender Benchmarks und auf Basis des Modells abgeleitete Coupons erzielen signifikant höhere Umsatzsteigerungen.
Die Dissertation untersucht abschließend eine Coupon-Engine, die auf den entwickelten Modellen basiert. Der Vergleich personalisierter Werbeaktionen mit Massenmarketing belegt, dass One-to-One Marketing Einlösungsraten, Umsätze und Gewinne steigern kann. Eine Analyse der Kundenreaktionen auf personalisierte Coupons im Rahmen eines Kundenbindungsprogrammes zeigt, dass personalisiertes Marketing Systemnutzung erhöht. Dies illustriert, wie Target Marketing und Kundenbindungsprogramme effizient kombiniert werden können.
Die vorliegende Dissertation ist somit sowohl für Forscher als auch für Praktiker relevant. Neben leistungsfähigeren Modellansätzen bietet diese Arbeit relevante Implikationen für effizientes Promotion-Management und One-to-One-Marketing im Einzelhandel.<br>Research on one-to-one marketing with a focus on retailing is scarce in academic literature. The two main reasons are that the target marketing approaches proposed by researchers do not scale to the size of typical retail applications and that data regarding one-to-one marketing remain locked within retailers and marketing solution providers.
This dissertation develops new descriptive, predictive, and prescriptive marketing models for automated target marketing that are based on representation learning and deep learning and studies the models’ impact in real-life applications.
First, this thesis shows that representation learning is capable of analyzing market structures at scale. The proposed approach to visualizing market structures is fully automated and superior to existing mapping methods that are based on the same input data. The thesis then proposes a scalable, nonparametric model that predicts product choice for the entire assortment of a large retailer. The deep neural network outperforms benchmark methods for predicting customer purchases. Coupon policies based on the proposed model lead to substantially higher revenue lifts than policies based on the benchmark models.
The remainder of the thesis studies a real-time offer engine that is based on the proposed models. The comparison of personalized promotions to non-targeted promotions shows that one-to-one marketing increases redemption rates, revenues, and profits. A study of customer responses to personalized price promotions within the retailer’s loyalty program reveals that personalized marketing also increases loyalty program usage. This illustrates how targeted price promotions can be integrated smoothly into loyalty programs.
In summary, this thesis is highly relevant for both researchers and practitioners. The new deep learning models facilitate more scalable and efficient one-to-one marketing. In addition, this research offers pertinent implications for promotion management and one-to-one marketing.
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Mohamed, Ismail. "Is South Africa's headquarter regime successful and does it go against national legislation? Are rewards from a customer loyalty programme capital or revenue in nature?" Master's thesis, University of Cape Town, 2015. http://hdl.handle.net/11427/19744.
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Research paper 1. (International tax) Is South Africa's headquarter regime successful and does it go against national legislation. This research paper discusses how South Africa has changed its legislation to become the Gateway of investment into Africa. It addresses the prior barriers previously faced by investors in South Africa and Africa as well as changes to legislation to accommodate this problem. The current criteria tin qualifying as a headquarter company is addressed in terms of Section 80 A of the Income Tax Act, which also addresses the draw backs and restrictions which as a result South Africa has not received any applications by companies in becoming a headquarter company. A comparison is drawn between South Africa's headquarter regime versus a well - known popular tax haven country namely Mauritius. A comparison is performed on both the qualification in becoming headquarter companies as well as the tax benefits thereto which encourage investment. From the comparison, it is clear that Mauritius provides a more favourable environment for the establishment of a headquarter regime based on the ease of qualification as a headquarter company, the corporate tax rate is low to none and it has no CGT, dividends withholding tax, and interest withholding tax, transfer pricing and thin capitalisation, exchange control and finally CFC rules. The advantage that South Africa has is that of their double tax agreements with Nigeria and Algeria. The research paper also addresses the extent to which headquarter regimes in South Africa are considered to be treaty shopping. OECD Glossary of Tax Terms defines treaty shopping as: "An analysis of tax treaty provisions to structure an international transaction or operation so as to take advantage of a particular tax treaty. The term is normally applied to a situation where a person not resident of either the treaty countries establishes an entity in one of the treaty countries in order to obtain treaty benefits." 1 It further addresses the impact that treaty shopping has on our general anti - avoidance legislation. Research paper 2 (Local tax) Is customer loyalty programmes capital or revenue of nature? The general gross income definition is defined as '... the total amount, in cash or otherwise, received by or accrued to in favour of such resident during such year or period of assessment, excluding receipts or accruals of a capital nature...' The research problem is extracted from the general gross income definition. The research problem is based on the fourth element of the general gross income definition, namely, whether the transaction is of revenue or a capital nature. In formulating an answer to our research problem, being the last element of the general gross income definition, we look at case law handling the test applied by courts on revenue versus capital applications. The test laid down, deals with the intention, duration, nature and frequency of the customer loyalty programme being of a revenue or capital nature. In terms of the general gross income definition, all elements except the last element, being, the transaction must be of a capital nature, are met. As all the elements of the general gross income definition are not met, the rewards from a customer loyalty programme should not be taxable in the hands of th e customer. However, capital gains tax consequences can be dealt with as the reward received as part of the customer loyalty programme is of a capital nature. If for some reason, SARS proves that a customer embarked in a customer loyalty programme as part of a scheme to make profits and therefore he should be taxed on the reward, the onus SARS having to collect monies from taxpayers would far exceed the monies received. And in most cases, majority of the active users of a customer loyalty programme would be below the submission of tax return threshold. With this said, we are assuming that due to the changes in economic climate the majority of the users would be from a low income background.
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Kapetanakis, Anna, and Johan Eriksson. "Lojalitet genom bonusprogram, en framgångsrik strategi? : En studie av servicenäringen." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-16886.
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Syfte: Syftet med denna studie är att undersöka vilka värden som på längre sikt har avgörande betydelse för att engagera en kund med avseende på lojalitetsprogram. Metod: I studien användes en kvantitativ metod där en enkät med stängda svarsalternativ skickades ut till ca 30 000 respondenter. Till enkäten användes ordinal- och nominalskala för att möjliggöra Spearman’s rho korrelationsanalys med hjälp av statistiska mjukvaran IBM SPSS. Analyserna användes sedan för acceptera eller förkasta de hypoteser som deducerats från teorin. Resultat: Resultatet visade att trots en pågående negativ trend för lojalitetsprogram så skapar de engagemang och är betydande för kunden. Det värde som visade sig ha signifikant betydelse för engagemanget var kundens mervärde. Kundens mervärde leder till upprepade köp och har en direkt påverkan på kundens lojalitet och kundens uppfattning av programmet som påverkar engagemanget. Resultatet av studien kan därför ses som en pågående interaktionsprocess där företagets aktiviteter påverkar kundens engagemang både i och utanför lojalitetsprogrammet. Ett ökat mervärde i interaktionsprocessen till följd av företagets aktiviteter och kundens värdering av varumärket, ökar kundens engagemang, vilket möjliggör att lojalitet kan skapas genom program på längre sikt. Förslag till fortsatta studier: Syftet med studien är att öka förståelsen för de värden som engagerar kunden med avseende på lojalitetsprogram. Författarnas ambition är att vidare forskning ska ta avstamp i studiens resultat och den modell som utvecklats. Förhoppningen är att studien ska ligga till grund för empirisk tillämpning inom servicenäringen samt utgöra underlag vid strategiska beslut och marknadsundersökningar.
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Chen, Yu-Hsuan, and 陳羽萱. "Design and Application of Blockchain Based Campus Loyalty and Rewards Program." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/c9k82q.
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碩士<br>國立政治大學<br>資訊科學系<br>107<br>Lots of enterprises use loyalty and reward program to maintain the loyalty of their customers, and “Points” have gradually become more convenience to use via App than before. Even enterprises cooperate with each other for Points exchange to let the Points more useful. In recent years, cryptocurrencies are discussed widely, and blockchain is the technology of the cryptocurrency. Vitalik Buterin published a white paper proposing Ethereum in 2013-2014. Ethereum allows users to write smart contract, and users can set many rules operating on Ethereum. The most widely usage is to issue token via smart contract.
The study designs a loyalty and reward program custom-made for NCCU, using a design compatible with Ethereum ERC-20 Token Standard. In addition to digitizing the gift coupon and Points, we want to improve campus atmosphere via Campus Loyalty and Rewards Program to facilitate students interaction with school, especially at National Chengchi University which is well known for finance has more experience in financial technology.
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Chang, Shin-Shin, and 張心馨. "The Effects of Loyalty Program Requirement, Monetary Cost and Source of Income on Consumer Preference Toward Loyalty Program Rewards." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/11186901905070220034.
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碩士<br>東吳大學<br>企業管理學系<br>92<br>This research is aimed at exploring the influence of loyalty program requirement, monetary payment, and source of income on consumers’ preference toward loyalty program rewards. Study 1 is a 2x2 between subject experimental design with college students as the unit of analysis, and the rewards for choice are hedonic and utilitarian products. Study 2 is also a 2x2 between subject experimental design, but the respondents are changed to working class. The rewarded gifts are either luxury or necessity. The conclusions are as follows:
1. Higher loyalty program threshold will have a significant positive effect on preference for hedonic over utilitarian rewards.
2. Higher loyalty program threshold will have a significant positive effect on preference for luxury over necessity rewards.
3. The free gifts as rewards to customers (as compared to require customers to pay extra money) will have a significant positive effect on preference for hedonic over utilitarian rewards.
4. The free gifts as rewards to customers (as compared to require customers to pay extra money) will have a significant positive effect on preference for luxury over necessity rewards.
5. The portion of living expenses supported by others does not significantly moderate the loyalty program threshold — choice of hedonic/utilitarian rewards relationship.
6. The tendency to feel guilt does not play a moderating role on the loyalty program requirement — choice of luxury/necessity rewards relationship.
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林詩晃. "Effects of Frequency Program Design on Rewards Preferences in Credit Card Market -“Customer Loyalty” as the Moderator." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/02581894937330715668.
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碩士<br>國立交通大學<br>經營管理研究所<br>91<br>Frequency programs (FPs) are currently increasing in popularity around the world and have become a key component of the marketing strategies of companies in a wide variety of industries, serving a critical role in developing relationships and retaining customers. In addition, FPs raise conceptual issues regarding the impact of an effort stream and reward characteristic on customers’ evaluation of and participation in such programs. In this paper, we investigated the effect of the level of required effort and effort type on reward preference and the effect of the moderator “customer loyalty”. Although a complete understanding of the determinant of FP success requires additional study, our research provides insights regarding the matching of efforts and rewards and some of the factors that affect customer’ evaluations of alternative rewards types. These findings have implications with respect to the design, targeting, and promotion of FPs. In particular, regarding the match between the promised reward and the level and type of required effort. However, more research is needed to further improve the understanding of customers’ evaluations of FPs and the various moderators and determinants of the success or failure of such programs.
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Chen, Chia-Hsin, and 陳佳馨. "The Effects of Effort Requirement on Consumer Preferences Towards Loyalty Program Rewards-The Moderating Effect of Monetary Cost." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/26549106146690017777.
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碩士<br>國立中山大學<br>企業管理學系研究所<br>94<br>Loyalty program, which is to encourage frequent purchasing and to maintain customer long-term relationships, has become a key marketing tool in various industries. The framework of the program is to provide reward incentives based on the cumulative purchases for certain products or services. Researches show that the cost of customer retention is approximately six times lower than that of customer acquisition. Although the importance of such program rises, few researches are made related to the topic. Thus, this study is aimed at exploring the relationships between loyalty effort requirement and reward incentives in order to provide better and more efficient loyalty programs for enterprises.
The effects of effort requirement on consumer preferences towards loyalty program rewards are evaluated. In addition, monetary cost acts as moderator is added in to examine the moderating effect. A 2x2 between-subject experimental design with approximately 259 sampling subjects is adopted in the study and the results are analyzed by One-Way ANOVA aided by SPSS software. The results of this study are as follows:
(1) Increasing the effort requirement of loyalty programs will increase consumer preference for hedonic rewards rather than utilitarian rewards. The reason for this is that long streams of effort required for loyalty programs may serve as reasons to justify and reduce the guilt for hedonic rewards selections and consumptions.
(2) When monetary costs are added to loyalty programs, no matter at low or high effort requirements, consumer preferences for hedonic rewards will decrease and in contract, preferences for utilitarian rewards will increase.
(3) When monetary costs are added to loyalty programs, increasing the effort requirement of loyalty programs will not increase consumer preference for hedonic rewards. This may due to the strong monetary costs effect on the sampling subjects that ends up easing the effect of result one.
Four marketing implementations for this study could be drawn. First, utilitarian rewards are more appropriate as loyalty program incentives than hedonic rewards. Marketers could provide more utilitarian rewards in loyalty programs as incentives to attract more participants. Second, as loyalty program effort requirement increases, hedonic rewards could be added in the reward mix to attract consumers. Third, loyalty program, which provide rewards by accumulative effort rather than money expenditure, may serve as a justification for hedonic rewards consumption. Thus, hedonic rewards could serve as promotion tool for high effort requirement loyalty programs. Finally, when monetary costs are added to loyalty programs, marketers could weight more utilitarian rewards in reward mix regardless effort requirement levels.
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Ferreira, Beatriz Nieves. "Designing a coalition loyalty program for traditional retail." Master's thesis, 2016. http://hdl.handle.net/10400.14/20087.
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This dissertation describes a plan to create a dynamic around traditional points of sale, or street shops, which, in some locations, are going through difficulties. A Multi-Vendor Loyalty program was designed taking into consideration the region of Cascais (Portugal). Nevertheless, such program can be replicated to other locations. Customers earn points from every transaction made within the participant partner stores and accumulate them in a single account. Those points are redeemed for prizes on a third-party ran online platform. Partner stores gain from the effects of customer loyalty in a network organized scheme. There are already loyalty programs that function in partnership of a portfolio of brands, but, at the level of urban retail I haven’t found any. Hence, this is an innovative solution that intends to counter the trend of increasing amounts of time and money spent in modern retail formats.
Customer and retailer interviews, meetings and benchmarking were used in this study. The customer survey results show the trend for shopping at modern retail formats. The majority claims to be willing to consider using traditional retail more often if there were a loyalty coalition. The retailer survey shows that loyal customers are important for the business, which is positive because loyalty should be built upon an existing customer base. The majority says they would be willing to consider becoming partners of a Multi-Vendor Loyalty Program.
This paper comprises an extensive literature review, mainly about loyalty programs, followed by the presentation of results, upon which the MVLP was designed.<br>Propõe-se um plano de acção que pretende dinamizar o retalho tradicional que, em algumas localizações, tem vindo a passar por dificuldades. Foi desenhado um Programa de Fidelização sob a forma de Coligação de Pontos, tendo Cascais como localização de estudo e implementação. Todavia, este programa pode ser replicado a outras localizações. Os membros do programa são premiados com pontos em compras feitas na rede de lojas aderentes, acumulando-os numa única conta. Os pontos são redimidos numa plataforma online com um portfolio de prémios. As lojas parceiras ganham dos efeitos da rede de fidelização. Existem programas de coligação de pontos, mas, ao nível do comércio tradicional não foi encontrado nenhum. Este programa é inovador e tenta contrariar a tendência de aumento de tempo e de dinheiro gastos nos formatos de retalho moderno.
Entrevistas com consumidores e retalhistas, reuniões e benchmarking estão incluídos neste estudo. Os resultados do estudo feito aos consumidores mostram a tendência de consumo nos formatos modernos. A maioria afirma estar disponível para considerar o retalho tradicional com mais frequência, tendo em vista a implementação da coligação de pontos. O estudo feito junto dos retalhistas evidência a importância da fidelização do cliente, o que é positivo para a implementação da coligação, pois a fidelização deve ser construída sob uma base de clientes existentes. A maioria está disponível a formar esta parceria.
Este trabalho inclui uma vasta pesquisa, maioritariamente sobre programas de fidelização, seguida da apresentação de resultados do estudo feito e uma proposta de desenho e implementação do programa.
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Venâncio, Cátia Sofia Bastos. "Celfocus reward - a multi-partner loyalty blockchain program." Master's thesis, 2020. http://hdl.handle.net/10451/45349.
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Trabalho de projeto de mestrado em Matemática Aplicada à Economia e Gestão, Universidade de Lisboa, Faculdade de Ciências, 2020<br>Os programas de fidelização apresentam neste momento um alcance global, consequência do aumento exponencial da globalização e da era digital. Paradoxalmente, as taxas de abandono destes programas são elevadas. A saturação do conceito tradicional de programas de fidelização pode ser uma das causas para os utilizadores usarem cada vez menos este tipo de programas. É assim necessário criar estratégias para conseguir atrair de novo o interesse do consumidor nos programas de fidelização. O objetivo deste trabalho passa por perceber se a criação de um programa multi-entidades beneficia todos os intervenientes. Este programa de fidelização, de forma a diferenciar-se dos atuais programas desta natureza não deve limitar o utilizador na forma como este decide usufruir das suas recompensas. Este programa também se distingue por simplificar a usabilidade do utilizador uma vez que agrega numa só plataforma várias entidades. Como forma de enquadramento da investigação, é estudada a evolução das necessidades do consumidor, bem como a importância dos programas de fidelização para que as empresas aumentem os lucros com base na criação de relações leais com os seus clientes. Neste seguimento é também estudado a forma como o blockchain pode ser uma ferramenta importante para a evolução e diferenciação dos programas de fidelização como por exemplo: integração de várias entidades, customização das características dos programas de fidelização, entre outros. Através de uma metodologia quantitativa, foi criado um modelo em linguagem de programação Python, capaz de simular o comportamento de uma amostra de indivíduos relativamente ao consumo em duas entidades distintas. Esta simulação foi realizada para um período de 24 meses, de forma a comparar o rendimento que cada entidade consegue obter, antes e após a introdução deste programa de fidelização no seu negócio. Para investigação futura, sugere-se a aplicação da metodologia proposta por um período superior a 24 meses. Além deste ponto, deve ser estudado o impacto que a alteração de cada uma das variáveis definidas ao longo do trabalho pode ter na solução final.<br>Loyalty programs now have a global reach, a consequence of the exponential increase in globalization and the digital age. Paradoxically, the dropout rates for these programs are very high. The saturation of the traditional concept of loyalty programs can be one of the reasons for users to use less and less these types of programs. It is, therefore, necessary to create strategies to be able to attract consumer interest in loyalty programs again. The objective of this work is to understand if the creation of a multi-entity program its benefit to all the stakeholders. This loyalty program, in order to differentiate itself from current programs of this nature, should not limit the user in the way he decides to enjoy its benefits. This program is also distinguished for simplifying the user’s usability since it aggregates several entities in a single platform. As a framework for research, the evolution of consumer needs is studied, as well as the importance of loyalty programs for companies to increase profits based on the loyalty relationship they create with their customers. In this segment, it is also studied how the blockchain can be an important tool for the evolution and differentiation of loyalty programs, such as integration of various entities, customization of the characteristics of loyalty programs, among others. Through a quantitative methodology, a Python programming language model was created, capable of simulating the behavior of a sample of individuals regarding consumption in two different entities. This simulation was carried out for a period of 24 months, in order to compare the income that each entity manages to obtain, before and after the introduction of this loyalty program in its business. For future research, it is suggested to apply the proposed methodology for a period longer than 24 months. In addition to this point, the impact that changing each of the variables defined throughout the work can have on the final solution should be studied.
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Chu, Ying-huey, and 朱映憓. "Research for Loyalty Program Requirement to Consumers’ Reward Choices." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/24446008497362808049.
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碩士<br>國立高雄第一科技大學<br>行銷與流通管理所<br>93<br>Nowadays, in the age of intense competition and low profit in markets, loyalty program is one of the marketing tools that have been used widely. Not only does it have a positive impact to the financial achievements of enterprises, it increases the switching cost that consumers spend on other merchandise and services, and it consequently supports customers, stimulates their desire of consuming, and builds up their long-term loyalty. Meanwhile, many documents indicate that guilt has important influence to consumers’ desire and attitude in purchasing. Therefore, luxury expense is generally inadequate. Hence, when relative documents were collected and analyzed, the research will be focused on loyalty program requirement which makes guilt and monetary as moderators, to investigate the influences that loyalty program requirements has on consumers’ reward choices.
This research adopts 2x2 Between-Subject experimental design to generate four different experimental conditions, by manipulating the high and low loyalty program requirement and monetary (required/not required to pay partial reward). In loyalty program requirement, accumulated point design is the measurement Variable, and reward choices are mainly categorized in luxury and necessity. The research applies Cronbach’s α coefficient to test the Reliability of returned surveys, observe Internal consistency of guilt﹐and formulate research results by Chi-Square test and the test assumption of logistic regression Analysis.
The conclusions of this research are as follows: First, In higher requirement of loyalty program activities, consumers' leaning to luxury in reward choices is relatively higher than necessity. Second, In the assumed condition that moderator is taken by monetary, no matter if requirement is high or low, mental accounting influences consumers’ behaviors, and makes their reward favor switch from luxury to necessity. Third, In the assumed condition that moderator is taken by monetary, rising loyal program requirement causes consumer reward favor transferred from necessity to luxury. Fourth, guilt interferes with consumers' reward choices; no matter in the condition of loyalty program requirement, or the disruption of monetary, consumers that have higher and lower guilt has significant differences in reward category choices.
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Liu, Ya-Ping, and 劉雅萍. "Customer loyalty program of the retailer – level of the loyalty card program and the effect of the reward program." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/9ax4tk.
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碩士<br>國立臺中科技大學<br>流通管理系碩士班<br>103<br>ABSTRACT
In this study, combined with relationship marketing theory - the interests of all, the relationship between the quality of the relationship between the results of architecture to explore the loyalty program in the interests of patterns, promise how interaction between the patterns, and how to drive to enhance loyalty. And further compared between physical channel and virtual path, its effect is different. In this study, general merchandise retailing in the study, Experiment 1: physical channel lock department stores, second experiment: virtual path network lock mall. The subjects were the general consumer public, including the participation of members of the general plan of the consumers and consumer customers. Using situational simulation, manipulation of variables &;quot;accumulation patterns points&;quot; to &;quot;loyalty program&;quot; and for 2 factorial experimental 5 design group. Convenience sampling survey carried out, a total of 1100 questionnaires were valid questionnaires 1003 copies. A narrative through SPSS 19.0 statistical analysis, the overall pattern verification, reliability and validity analysis and structural equation modeling Smart PLS analysis.
The results showed that levels of loyalty programs and plans to draw points, customers will perceive the benefits outweigh the reward special treat-financial incentives, particularly evident in the virtual path. Interest generated patterns are patterns of commitment and loyalty to a positive impact, and the consumer perception of social rewards, both for access or for service personnel, or is the intention to re-purchase or transfer reputation, its influence is far greater than all economic incentives. The only entity in the loyalty card program via the relatively context, - financial incentives will not prompt consumers to pass word of mouth behavior. Influence commitment patterns of loyalty were highly positive, but in a virtual path, trust in the cultivation of passage will not affect consumer willingness to generate repeat shopping. Accumulation plan with immediate plans only in the physical path, when under the influence of the interests of patterns of persistent commitment to play a regulatory role.
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Dias, Cláudia Fátima de Souza. "Millennials and loyalty programs´ attributes: the case of Fnac Portugal." Master's thesis, 2017. http://hdl.handle.net/10362/26201.
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Most loyalty programs that exist today do not differentiate customers. The purpose of this study
is to explore attributes that millennials find valuable in loyalty programs. Purchase behaviour
data of millennial users of Fnac’s loyalty program was analysed and telephonic interviews with
12 millennial users were conducted in order to assess which changes in the current programs
they find most valuable. It was found that millennials are interested in personalized rewards
and progressive programs with levels. At last, the research suggests a targeted loyalty program
that could be created for Fnac in order to attract this group.
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Liu, Tzu-Ling, and 劉子綾. "The Study on the Loyalty of O2O Based on Service Quality of the Loyalty Program of Reward Points." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/nf2sb8.
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碩士<br>國立中山大學<br>資訊管理學系研究所<br>103<br>In the mobile generation, mobile devices have totally bounded up with our lives. Comparing with the personal computer generation, the technology of mobile had broken the limit of space and time, also built up the environment of obtaining information in anywhere and anytime. In the past, retailers came out with the marketing strategy such as the reward points, which can attract customers to collect points actively in a short period. Now, retailers are willing to combine the services with mobile platforms to extend their services. This research aims to understand the loyalty program, which impacts the loyalty in O2O mobile service.According to the previous research, we propose the six dimensions of service quality to test the relations between service quality and loyalty in O2O context. Results show that the dimensions of information, equipment, situation and valence will affect the satisfaction and loyalty.This research provides managerial and practical implications for m-commerce in O2O situation, and explains the limitations and future directions of the studies.
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Mendoza, Jesus, and Daniel Gonzalez. "Performance of Customer Reward Programs on the Swedish Grocery Retail Market." Thesis, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-13239.
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Customer Reward Programs (CRP) have increasingly been used in many industries and markets worldwide with the purpose of gaining customers and retaining their loyalty through repeated purchases in exchange of rewards. Currently, most of the retailers in the Swedish grocery store sector have implemented CRP of different types, from simple discount-based programs to complex multipartnership structures. Previous works have been carried on the competitiveness of the grocery retail market in Sweden, but these haven’t addressed the role of the CRP. Therefore, the objective of this thesis was to analyze the performance of the CRP offered by Ica, Coop, Citygross, Willys and Hemköp from a customer loyalty perspective. The discount store Lidl was also included although they haven’t implemented a CRP. The retailers included in our study covered approximately 93% of the market share in Sweden. Data was collected through anonymous online surveys that included 12 questions addressed to households living in several Swedish cities. The online surveys allowed us to gather demographics data and info about CRP memberships, purchasing habits, customer loyalty, reward preferences, and customer awareness. In total 134 households replied the survey. We found high store loyalty among the respondents. However, the strong preference for conveniently located stores indicated that most customers enroll in the CRP to take advantage of the repeated visits they already do to a certain store, which has a favorable location. In other words, we suspect customers become store loyal and then they enroll in the CRP. This attitude is masked as true loyalty but in fact it only implies a behavioral loyalty. Further deeper analysis shall be performed to confirm this finding. We observed a clear increase of the customer loyalty (measured by share of wallet and purchase frequency) in respondents enrolled in CRP compared to not-enrolled counterparts. Households with children and households with high income had a greater tendency to participate in CRP and these two groups exhibited higher customer loyalty. Our results showed that the package of benefits and rewards offered by the CRP alone does not capture many customers into the CRP. Instead, customers looked for store location, quality and price as the appealing factors to enroll a CRP. The survey results confirmed the dominance that Ica has over the Swedish grocery retail market. Further analysis combining level of expenditures and frequency of purchase showed that Lidl, Hemköp and Citygross performed quite similar within a group that does not capture great portion of the customer expenditure combined to a low purchase frequency. An output of our research showed that Lidl compete quite well with retailers that have CRP in place like Citygross and Hemköp, or on the contrary, that Hemköp with an advanced CRP does not attract customers sufficiently when compared to Lidl. An analysis based on the double jeopardy effect theory showed that Willys exhibits an “excessive loyalty”. This means, Willys had a higher frequency of purchase and level of expenditure than expected when compared against its market penetration level. Therefore, we identified that Willys overachieve results compared to the others retailers and also to Coop, its closest competitor. We concluded that a CRP with larger benefit scheme does not necessarily increases the customer loyalty to the store. Moreover, boosting CRP with multi-partnership programs that offer several experience rewards (spa, ski resorts, music events and travel tickets) could be inefficient for the grocery retailers since customers feel primarily attracted to immediate rewards related with groceries discounts.
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Κοτζακόλιου, Μαρία. "Η επίδραση των προγραμμάτων επιβράβευσης πελατών : στρατηγικές επιπτώσεις μάρκετινγκ". Thesis, 2010. http://nemertes.lis.upatras.gr/jspui/handle/10889/4350.
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Σκοπός της παρούσας εργασίας είναι η βαθύτερη κατανόηση της έννοιας της προσήλωσης των πελατών, η συμβολή της στη διαδικασία αποκόμισης αξίας για αμφότερους πελάτες και επιχειρήσεις διαμέσου των προγραμμάτων επιβράβευσης, αλλά και η μελέτη εκείνων των σχεδιαστικών χαρακτηριστικών και παραγόντων που συνθέτουν ένα άρτια διαμορφωμένο πρόγραμμα επιβράβευσης.<br>The purpose of this study is the deeper understanding of the concept of commitment to customers, the contribution to the process of obtaining value for both customers and companies through the reward programs, and the study of those design characteristics and factors that constitute a well designed reward program.
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Lin, Ting-Yi, and 林挺毅. "The Relation between Reward Programs and Loyalty: The Moderating Effect of Need for Closure." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/q798dd.
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碩士<br>國立中央大學<br>資訊管理學系<br>102<br>Purchasing is an important behavior that nearly every people do in their daily lives. While the product or service choices are similar, customer will look for the product value which are more worthy or attracted to their demand. Reward programs are an effective way to engage customer's attention.
Reward programs have become popularly used tools for managers to increase their revenue and build customer loyalty. While facing various reward programs, customers make decisions based on their preference and personal characteristic. According to previous research, "need for closure (NFC)" is an important variable of individual difference that influences customers' choice and decision.
In this study, need for closure was used as a moderator to explore customer's preference and loyalty to different reward programs. We examined three characteristics of reward programs: reward timing (immediate/delayed), reward probability (100%/50%) and reward precision (precise/imprecise). The results of this study indicated that, first, regardless the level of NFC, respondents show preference to immediate rather than delayed reward. Second, when the rewards varied in probability and precision, respondents with high NFC significantly prefer to 100% and precise rewards, whereas, low NFC reveals no difference between high and low probability, and between high and low precision. Last, when the coupon usage was extended to next patronage, respondents with high NFC showed higher loyalty when they were provided 100% or precise rewards; conversely, respondents with low NFC showed no difference in loyalty.
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Shih-Pei, Yeh, and 葉詩珮. "The effects of loyalty program threshold, willingness to share, guilt on consumers’ preferences toward reward choices." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/43066753722039024662.
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碩士<br>國立臺灣大學<br>商學研究所<br>91<br>Loyalty program has become the most popular and wildly used marketing tool. The major goal of loyalty program is to retain customers and motivate consumptions. In addition, it hopes to build long-term customers’ loyalty. Although loyalty programs have been used extensively, we have very few understandings about the effects of loyalty program on consumers’ perceptions and processes of responding. The issues related to loyalty program includes: loyalty program threshold, the nature of reward, the type of the reward…etc. This research aims to identify the factors that determine the success of a loyalty program.
From past researches, guilt has shown to be an important factor influencing consumers’ purchase intention and attitude (Aaker 1986). This research wishes to explore the following subjects: the factors that influence consumers’ guilt, the way consumers process their guilt, the interaction between marketing programs and guilt, and the effects of the consumers’ characteristics on willingness to share the rewards.
This research discusses the effects of loyalty program threshold, willingness to share, guilt on consumers’ preferences toward reward choices. The conclusions of this experience include:
(1) Increasing the loyalty program threshold will increase preference for loyalty programs that offer luxury rewards rather than necessity rewards.
(2) For consumers with a higher tendency to feel guilty when purchasing luxuries, higher loyalty program threshold will have a stronger positive effect on preference for luxury over necessity rewards.
(3) For consumers with a higher tendency to feel guilty when purchasing luxuries and higher willingness to share, higher loyalty program threshold will have a stronger positive effect on preference for luxury rewards that can be shared with others.
(4) For consumers with a lower tendency to feel guilty when purchasing luxuries and higher willingness to share, higher loyalty program threshold will not have a stronger positive effect on preference for luxury rewards that can be shared with others.
(5) For consumers with a lower tendency to feel guilty when purchasing luxuries and lower willingness to share, higher loyalty program threshold will not have a stronger positive effect on preference for luxury rewards that is for self over luxury rewards that can be shared with others.
From the conclusions above, this research provides the following the marketing implications:
(1) The phenomenon that consumers may over constrain their purchases of luxuries exists. People do not purchase enough luxuries.
(2) Based on the phenomenon that consumers over constrain their purchases of luxuries, companies may design successful loyalty programs:
1. For companies selling luxuries, it is important to match the main products with the rewards because greater effects can be created through benefit congruency.
2. For companies selling low-priced necessities, they may consider to provide more luxury rewards. In addition, the promotion period should be extended, so the customers would have enough time to accumulate their purchases and meet the award threshold.
3. For companies that mainly facilitate trades, such as credit card companies and mass retailer, they may provide more flexible redemption programs (e.g. multiple thresholds) to motivate consumers to join the loyalty program and increase purchases. As the loyalty program thresholds increase, the rewards become more luxurious.
(3) After identifying the segment that have higher tendency to feel guilty, emphasize on decreasing and justifying the guilt.
(4) Identify the threshold that customers distinguish as high or low requirement.
(5) Provide more luxuries rewards that can be shared with others.
(6) For companies that sell brand-name luxuries, their marketing strategies can focus on eliminating the guilt of purchasing luxuries.
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Pichetchatchawal, Anchalee, and 張憶玲. "The Effects of Type of Reward, Business Longevity and Involvement on Consumers' Responses to a Loyalty Program." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/37966724139366978641.
Full textAbstract:
碩士<br>國立成功大學<br>國際管理碩士在職專班<br>98<br>Loyalty programs have become a well-spread marketing tool that enterprises implement in order to retain customers and stimulate product or service usage. To have the well-designed loyalty program is the critical factor to the successful of the program, however, little is known about the factors that customers use to evaluate the loyalty program.
To study the factors that influence customers’ evaluation of the loyalty program, this study investigated three independent variables which are Type of Reward, Business Longevity and Involvement. Type of reward is one important factor that marketers need to concern in designing the loyalty program. Also in previous studies, it is shown that Involvement has the effect on the customer satisfaction and evaluation of the loyalty program. Moreover, Business Longevity which works as the extrinsic cue is another variable that was examined in this study. Perceived Value, Perceived Risk, Attitude toward the Loyalty Program and Behavioral Intentions were investigated in the study.
The 2x2x2 between-subject factorial design was conducted with undergraduate and graduate students as the subjects. The 2 (business longevity: long vs. short) x 2 (type of reward: direct vs. indirect) x 2 (involvement: high vs. low) between - subject factorial design was conducted to validate the proposed research hypotheses. The result shows that direct type of reward, long business longevity and low involvement will make the loyalty program least risky and most valuable. Also, the consumers’ perceived risk has significant negative relationship toward the attitude toward the loyalty program and behavioral intentions whereas the perceived value has positive relationship toward attitude and behavioral intention to the loyalty program. Hence, the results of the study can be a reference for academic use and also be useful for marketers to plan the loyalty program as well as predict consumers’ response toward the different reward programs in different conditions.
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Singh, Sheritha. "Consumer perceptions of loyalty programmes offered by cosmetic retailers in Durban and on the KwaZulu-Natal North Coast." Diss., 2017. http://hdl.handle.net/10500/24349.
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The primary purpose of this study was to determine consumers’ perceptions of loyalty programmes offered by cosmetic retailers in Durban and on the KwaZulu-Natal North Coast, South Africa. A broad and in-depth literature review of loyalty programmes as tools for retaining consumers, as well as the different types of loyalty programmes currently available in South Africa, was conducted. An empirical study was conducted by using an interviewer-administered questionnaire to collect data from consumers who were members of cosmetic retailers’ loyalty programmes. A quantitative approach was followed in order to satisfy the research objectives of the study.
Loyalty programmes are an integral part of many retail businesses as they allow retailers to reward returning consumers with (amongst others) discounts or special promotional offers when the loyalty programme is used at the point of sale. The rapid advancements in technology has also enabled retailers to maintain databases containing valuable information on consumers’ spending patterns, which informs retailers about products consumers prefer buying. Retailers all over the world have been using loyalty programmes to retain existing consumers by rewarding loyalty and win over new consumers. Although many South African retailers have introduced loyalty programmes into their businesses, consumers’ perceptions of loyalty programmes offered by cosmetic retailers have not been investigated here.
The results of this research study indicate that consumers perceived loyalty programmes as easy to use at the point of sale when making purchases. Consumers also felt that loyalty programmes helped them to save money through the redemption of vouchers or points. Overall, consumers were satisfied as members of cosmetic retailers’ loyalty programmes.<br>Business Management<br>M. Com. (Business Management)