Reward Redemption Behaviour in Retail Loyalty Schemes
Reward Redemption Behaviour in Retail Loyalty Schemes
复制标题
零售忠诚度计划中的奖励兑换行为
DOI：
10.1111/j.1467-8551.2008.00561.x
复制
发表时间：
2009
期刊：
影响因子：
--
通讯作者：
L. Sparks
中科院分区：
文献类型：
--
作者：
Andrew Smith;L. Sparks
在大多数零售商忠诚度计划中，持卡人根据他们的购买获得“积分”。这些积分可以兑换成奖励。本文使用来自英国一家领先零售商的个人持卡人交易记录和相关的定性研究来调查这种兑换行为。它提供了奖励兑换行为的描述和分类，包括不兑换行为。在那些确实兑换积分的人中，发现了不同类型的兑换行为。聚类分析产生了一个三聚类的解决方案。对这一行为的解释和分类是通过定性研究得出的。确定了对忠诚度计划管理和忠诚度计划研究的影响。
In most retailer loyalty schemes, cardholders obtain ‘points’ based on their purchases. These points may be redeemed for rewards. This paper uses individual cardholder transaction records from a leading UK retailer and a related qualitative study to investigate this redemption behaviour. It provides a description and taxonomy of reward redemption behaviour, including non-redemption. Amongst those that do redeem points, different types of redemption behaviour are found. Cluster analysis produced a three-cluster solution. Explanations of this behaviour and the taxonomy are developed through the qualitative research. Implications for loyalty scheme management and research into loyalty schemes are identified.