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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| Natura: | Libro |
| Lingua: | English |
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Springer
2015
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| Accesso online: | 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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