Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
10492547 | Journal of Business Research | 2016 | 9 Pages |
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.
Related Topics
Social Sciences and Humanities
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Business and International Management
Authors
Joon Ho Hwang, Jaiho Chung, Jae Wook Kim, Dongwon Lee, Weon Sang Yoo,