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

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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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Bibliografske podrobnosti
Glavni avtor:	Köcher, Sören
Format:	Knjiga
Jezik:	English
Izdano:	Springer 2015
Teme:	Relations Customer Economics Business Relationship marketing Customer loyalty programs
Online dostop:	https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/59470
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Thư viện lưu trữ:	Thư viện Trường Đại học Đà Lạt

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