The Paradox of Points: Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs
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 membe...
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2015
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oai:scholar.dlu.edu.vn:DLU123456789-594702023-11-11T06:41:13Z The Paradox of Points: Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs Köcher, Sören Relations Customer Economics Business Relationship marketing Customer loyalty programs 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. 2015-12-17T07:04:15Z 2015-12-17T07:04:15Z 2015 Book 978-3-658-09543-7 978-3-658-09542-0 https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/59470 en application/pdf Springer |
| institution |
Thư viện Trường Đại học Đà Lạt |
| collection |
Thư viện số |
| language |
English |
| topic |
Relations Customer Economics Business Relationship marketing Customer loyalty programs |
| spellingShingle |
Relations Customer Economics Business Relationship marketing Customer loyalty programs Köcher, Sören The Paradox of Points: Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs |
| description |
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. |
| format |
Book |
| author |
Köcher, Sören |
| author_facet |
Köcher, Sören |
| author_sort |
Köcher, Sören |
| title |
The Paradox of Points:
Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs |
| title_short |
The Paradox of Points:
Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs |
| title_full |
The Paradox of Points:
Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs |
| title_fullStr |
The Paradox of Points:
Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs |
| title_full_unstemmed |
The Paradox of Points:
Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs |
| title_sort |
paradox of points:
theoretical foundation and empirical evidence of medium magnitude effects in loyalty programs |
| publisher |
Springer |
| publishDate |
2015 |
| url |
https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/59470 |
| _version_ |
1782536250139344896 |