Customer segment transition through the customer loyalty program
Customer segment transition through the customer loyalty program
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通过客户忠诚度计划进行客户细分转变
DOI：
10.1108/apjml-09-2020-0630
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发表时间：
2022
影响因子：
3.7
通讯作者：
Kimura Makoto
中科院分区：
文献类型：
--
作者：
Nakamoto;R and Noguchi H.;Kimura Makoto
本研究探讨了基于模型的忠诚度预测方法在零售业数字化战略中的适用性。设计/方法论/途径通过客户体验建立了一个具有客户细分周期结构的动态模型。他们使用关于忠诚度计划“七里计划”成员数量的时间序列数据，并确认客户细分份额、客户细分销售份额和总销售业绩的近似计算的有效性。在推出与忠诚度计划相关的智能手机支付服务后，作者提出了三种中期预测方案。发现在每个方案中，用于预测的两个客户细分份额的总和(准优秀和优秀客户比率的总和)约为30%，与现有实证研究中获得的基本客户忠诚度(真实忠诚度)份额一致。研究局限性/含义零售业的数字战略应更多地关注通过客户侧的数字化来估计和预测平均客户细分数量和聚合客户数量，而不是单个客户的行程和响应。实际含义从系统的角度通过模拟动态模型进行多情景评估，可以用于零售数字战略的决策。原创性/价值本研究建立了一个模型，将客户细分通过客户体验转变的周期性整合到忠诚度矩阵框架中，这是以前在酒店业使用的方法。
PurposeThis study presents the applicability of a model-based approach for loyalty program forecasting using smartphone app in the digital strategy of the retail industry.Design/methodology/approachThe authors develop a dynamic model with the cyclical structure of customer segments through customer experience. They use time-series data on the number of members of the loyalty program, “Seven Mile Program” and confirm the validity of the approximate calculation of customer segment share, customer segment sales share and aggregate sales performance. The authors present three medium-term forecast scenarios after the launch of a smartphone payment service linked with the loyalty program.FindingsThe sum of the two customer segment shares for forecasting (the sum of the quasi-excellent and excellent customer ratios) is about 30% in each scenario, consistent with an essential customer loyalty (true loyalty) share obtained in the existing empirical study.Research limitations/implicationsDigital strategy in the retail industry should focus more on estimating and forecasting average amounts of customer segments and the number of aggregated customers through the digitalization on the customer side than on individual customer journeys and responses.Practical implicationsMulti-scenario evaluation through simulation of dynamic models from a systemic view can be used for decision-making in retailing digital strategies.Originality/valueThis study builds a model that integrates the cyclicality of customer segment transition through customer experiences into a loyalty matrix framework, which is a method that has previously been used in the hospitality industry.
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期刊：
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