Reward Choice in Multi-Level Loyalty Programs

We explore the relationship between customers’ purchase rate and their reward choice in loyalty programs. The results show those customers with a lower purchase rate prefer redeeming the smaller reward rather than waiting for the larger one. This holds even when the larger reward is attainable for them.



Citation:

Serdar Sayman and Ayse Onculer (2020) ,"Reward Choice in Multi-Level Loyalty Programs", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 337-338.

Authors

Serdar Sayman, Koc University, Turkey
Ayse Onculer, ESSEC Business School



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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