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The Paradox of Points. Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs.
Soren Kocher
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Description for The Paradox of Points. Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs.
Paperback. Series: Applied Marketing Science/Angewandte Marketingforschung. Num Pages: 182 pages, 27 black & white illustrations, 25 black & white tables, biography. BIC Classification: KCK; KJU. Category: (P) Professional & Vocational. Dimension: 210 x 148 x 11. Weight in Grams: 249.
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 memberships. In sum, the results of twelve empirical studies reveal that high magnitude currencies improve the attractiveness of medium collection but entail reluctant medium spending behavior. These findings provide important implications for a more efficient usage of loyalty programs in business practices. In addition, this dissertation discovers a violation of one of the most fundamental assumptions ... Read more
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 memberships. In sum, the results of twelve empirical studies reveal that high magnitude currencies improve the attractiveness of medium collection but entail reluctant medium spending behavior. These findings provide important implications for a more efficient usage of loyalty programs in business practices. In addition, this dissertation discovers a violation of one of the most fundamental assumptions ... Read more
Product Details
Format
Paperback
Publication date
2015
Publisher
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Germany
Number of pages
182
Condition
New
Series
Applied Marketing Science/Angewandte Marketingforschung
Number of Pages
163
Place of Publication
, Germany
ISBN
9783658095420
SKU
V9783658095420
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Soren Kocher
Dr. Sören Köcher received his doctorate at the Department of Marketing, TU Dortmund University under the guidance of Prof. Dr. Hartmut H. Holzmüller.
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