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首页> 外文期刊>European journal of marketing >Segregation vs aggregation in the loyalty program: the role of perceived uncertainty
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Segregation vs aggregation in the loyalty program: the role of perceived uncertainty

机译：忠诚度计划中的隔离vs聚合：不确定性的作用

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摘要

Purpose - The present study seeks to examine how perceived uncertainty of reward schedule and reward frame (i.e. segregated vs aggregated) affect consumers' evaluation of loyalty programs. Design/methodology/approach - The authors conducted three experiments to test the hypotheses. Findings - Ambiguity aversion was salient when the subjects perceived low uncertainty in the schedule of a loyalty program, which led to customers' choice of a loyalty program with an aggregated frame. In contrast, the subjects displayed ambiguity proneness when they detected a high level of uncertainty in the reward schedule; as a result, the subjects preferred a loyalty program that employed a segregated frame. Research limitations/implications - The findings show that individuals adopt different types of attitudinal pattern and show dissimilar choice behaviors depending on reward schemes. The findings also provide insights to enhance the understanding concerning how consumers perceive the value of loyalty programs. Practical implications - Previous research suggests the importance of random elements in relationship marketing. The present study supports this assertion by demonstrating that reward programs providing unexpected benefits can enhance the effectiveness of a loyalty program. Originality/value - The results provide a more refined understanding about the relationship between perceived uncertainty and reward frame and the psychological mechanism underlying this relationship.
机译：目的-本研究旨在研究奖励时间表和奖励框架的不确定性（即分离与聚合）如何影响消费者对忠诚度计划的评估。设计/方法/方法-作者进行了三个实验以检验假设。调查结果-当受试者在忠诚度计划的时间表中发现不确定性较低时，会导致歧义厌恶，这导致客户选择具有汇总框架的忠诚度计划。相反，当受试者在奖励计划中发现高度不确定性时，他们表现出模棱两可的倾向。结果，受试者更喜欢采用隔离框架的忠诚度计划。研究的局限性/意义-研究结果表明，个人采用不同类型的态度模式，并根据奖励计划表现出不同的选择行为。调查结果还提供了一些见识，可增进对消费者如何看待忠诚度计划价值的理解。实际意义-先前的研究表明在关系营销中随机因素的重要性。本研究通过证明提供意外利益的奖励计划可以提高忠诚度计划的有效性，来支持这一主张。原创性/价值-结果提供了对感知到的不确定性和报酬框架之间的关系以及这种关系所基于的心理机制的更精细的理解。

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